The Impact of Corporate Social Responsibility on Brand Equity in Jordan’s Banking Sector: Moderating Role of Customer Satisfaction

Abstract

This research investigates the influence of Corporate Social Responsibility (CSR) activities on Brand Equity (BE) within the Jordanian banking industry. Furthermore, it explores the potential moderating effect of Customer Satisfaction on the relationship between CSR and BE. Data were collected through a self-administered questionnaire distributed to a convenience sample of 301 Jordanian bank account holders. Statistical analyses were subsequently conducted using a combination of IBM SPSS and SmartPLS software. The key findings revealed that Environmental CSR and Economic CSR activities have a significant positive effect on brand equity. Conversely, the impacts for overall CSR, Ethical CSR, Legal CSR, or Philanthropic CSR on brand equity in the Jordanian banking sector were not significant. In addition to that, customer satisfaction was not found to moderate the relationship between CSR and brand equity. This research contributes to a comprehensive understanding of how specific CSR activities influence brand equity in the Jordanian banking sector, The findings provide valuable insights for Jordanian banks to communicate their CSR strategies and strengthen their brand image against their competitors moreover it helps banks can make strategic decisions that improve their reputation and attract a loyal customer base.