The role of brand love on bank customers' perceptions of corporate social responsibility

Amegbe, H., Dzandu, M.D. and Hanu, C. 2021. The role of brand love on bank customers' perceptions of corporate social responsibility. International Journal of Bank Marketing. 39 (1), pp. 189-208. https://doi.org/10.1108/IJBM-07-2020-0356

TitleThe role of brand love on bank customers' perceptions of corporate social responsibility
TypeJournal article
AuthorsAmegbe, H., Dzandu, M.D. and Hanu, C.
Abstract

Purpose
The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) and loyalty (LOY) among bank customers in an emerging/and or a developing country's context.

Design/methodology/approach
A quantitative survey approach was used. Data from a total of 769 banking customers, containing demographic and psychographic measures were used.

Findings
This study tested six (6) hypotheses. The results confirmed the moderating role of brand respect on the relationship between CSR and TRUS in the banking sector. Also, our results reveal that BLOV moderates the relationship between SAT and LOY. The rest of our hypotheses did not confirm any significant relationship between them.

Research limitations/implications
Like any academic exercise, this study also has some limitations. The hypotheses tested for brand love on bank customers' perceptions of CSR were based on a country study. The implication of brand love for CSR may be the same or vary in different country contexts.

Practical implications
The study provides managers of banks and managers of financial institutions a better understanding of how love and respect could play a role in their loyalty program and how to incorporate these new constructs into the already known constructs such as satisfaction, trust and loyalty.

Originality/value
This study is unique because it quantitatively examined the relationships between well-researched constructs corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) on loyalty (LOY) as well as examining these constructs with a fairly new constructs brand love (BLOV) and respect (BRES) in a single study.

KeywordsCorporate Social Responsibility
Trust
Satisfaction
Brand love
Respect and Loyalty
JournalInternational Journal of Bank Marketing
Journal citation39 (1), pp. 189-208
ISSN0265-2323
Year2021
PublisherEmerald Publishing Limited
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1108/IJBM-07-2020-0356
Web address (URL)https://www.emerald.com/insight/content/doi/10.1108/IJBM-07-2020-0356/full/html
Publication dates
Published19 Jan 2021

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