THE EFFECT OF CORPORATE SOCIAL AND BRANDING EFFECT ON BRAND LOYALTY IN INDIAN BANKING SYSTEM
The current study targets to evaluate the effect of the corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in Indian banking system. The study also intends to evaluate the effect BL and CSR as a whole on the corporate branding.A set of the precise questions has been formulated based on Likert's scale for collection of the information. Stratified random sampling is implemented to gather the data from the 450 customers who have savings accounts. A calibrated scale has been introduced to evaluate the corporate branding as a construction factor. For testing the hypotheses the multi-model approach using structural equation modeling is used. Examination of the directly and indirect model route is used to analyze the central impact of CSR as well as corporate branding on BL. The study findings indicate that CSR elements (Economic, Legal, Ethical and Philanthropic) have a direct effect on corporate branding to improve BL consumer base. The study provides new insight into the CSR-BL relationship by trying to introduce corporate logos as the moderating mechanism. However, a negative equation in the path analysis is demonstrated by the relationship between legal responsibility to corporate branding and philanthropy responsibility to BL.