Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/268833 
Year of Publication: 
2022
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 16 [Issue:] 4 [Year:] 2022 [Pages:] 498-529
Publisher: 
Johar Education Society, Pakistan (JESPK), Lahore
Abstract: 
The basic aim of the study is to examine how and why the phenomenon of brand performance (BP) occurs within the Pakistani banking sector through the direct and indirect relationship(s) of corporate social responsibility (CSR) perceptions with customer satisfaction (CS), brand equity (BE), and corporate reputation (CR).The theoretical lenses of stakeholder and resource-based theories as well as the concept of customer-based brand equity and the expectancy disconfirmation theory are used to develop the conceptual model. Based upon a post-positivist philosophy with a social constructionist ontology, the current study employed the explanatory sequential mixed methods approach. The current study collected data cross-sectionally through the use of a structured questionnaire, and analyzed quantitatively through the PLS-SEM in the first phase, and then followed by qualitative interviews to help explain survey responses. The results firstly found that CSR perceptions have a direct impact on customer satisfaction (CS), followed by corporate reputation (CR), and brand equity (BE). Second, customer satisfaction (CS) affects corporate reputation (CR) and brand equity (BE) directly. Third, brand equity (BE) and corporate reputation (CR) directly impacted brand performance (BP). Finally, customer satisfaction (CS), corporate reputation (CR), and brand equity (BE) emerged as powerful mediators. Theoretical and managerial implications along with limitations and directions for future research have also been discussed.
Subjects: 
corporate social responsibility
customer-based brand equity
corporatereputation
brand performance
banking sector
Pakistan
Creative Commons License: 
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Document Type: 
Article

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