Designing a Brand Reputation Development Model Based on Corporate Social Responsibility with Future Study Approach in the Iranian Banking Industry

Subject Areas : Futurology

Elnaz Mehdibeiraghdar ¹ , Mohammad Haghighi ²

1 - Aras International Campus, University of Tehran, Iran
2 - University of Tehran

Received: 2019-09-28 Accepted : 2019-12-23 Published : 2020-02-20

Keywords: Future study, Corporate social responsibility, Brand reputation, Bank industry,

Abstract :

This research aims to design a brand reputation development model based on corporate social responsibility with future study approach in the Iranian banking industry. The research method is a two-stage approach. In the first stage, the factors of brand reputation development and corporate social responsibility were identified by using meta-analysis method. The research method in the second stage is survey type, in terms of correlation method and from the objective perspective, it is an applied research. The statistical population in the second stage includes Iranian banking industry customers. Interviews and a questionnaire were used for data collection. The validity of the questionnaire was confirmed by formal content and its reliability was confirmed by Cronbach's alpha method. The sampling method in this stage was cluster random sampling and the statistical sample size obtained 387. After formulating the initial model, frequency distribution, central indices and dispersion distribution were used to describe variables. Independent t-test, analysis of variance, confirmatory factor analysis, Pearson, and stepwise multiple regression were used for inferential testing of hypotheses. The results show that corporate social responsibility with future study approach and its dimensions including economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility influence brand reputation development and its dimensions including customer- centric , organizational culture, brand awareness, brand prominence, brand performance, brand image and brand credibility, but the variables of environmental responsibility and the spirit of sacrifice do not have a significant impact on it.