The effect of CSR on brand image, brand attitude, and loyalty : case study on banking sector in Saudi Arabia and NCB

الملخص EN

This paper aims to investigate the relationship between CSR (Customers responsibility, Employees responsibility, Economic responsibility, and Legal responsibility) on the brand image, brand attitude, and brand loyalty.

Using data collected from 285 respondents from customers and corporate society who deal with NCB (The National Commercial Bank) in Saudi Arabia and the correlations and regression methods with SPSS Ver.

22 program.

The findings of this study were that all dimensions of CSR (Customers responsibility, Employees responsibility, Economic responsibility, and Legal responsibility) had a statistically significant effect on brand image.

Customers' responsibility, employees' responsibility, economic responsibility, and legal responsibility were found to have a significant relationship with brand attitude.

And all dimensions of CSR showed strong impact on brand loyalty.

Finally, Both CSR, brand image and brand attitude had a statistically significant effect on brand loyalty.