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Asian Journal of Management
ISSN: 2321-5763(Online), 0976-495X(Print)
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Assessing the Impact of Corporate Social Responsibility on Service Performance in Mediating Effect of Brand Equity With Reference To Banks in India
T. Praveen Kumar
T. Praveen Kumar1, Dr. Kirupa Priyadarsini2
1Research Scholar, Bharathiyar University, Coimbatore
2Associate Professor, KCT Business School, Coimbatore
In competitive global scenario banks are very keen in branding their corporate social responsibility to enhance their service performance to compete effectively. This study was carried out to explore and assess the impact of corporate social responsibility on service performance in banking sector through reputation. To measure the corporate social responsibility, Maignan and Ferrell (2004) CSR scale, for the service performance the SERVPERF Model Parasoarman (1985), and for brand equity the brand equity (BI) index, developed by Aaker (1991) were used. The simple random sampling technique was used to collect the data from 617 banking customers. Structural Equation Modelling was used to measure the impact of corporate social responsibility on service performance through brand equity. The findings of the study indicates that CSR initiatives were linked to stronger service performance of the bank which ends stronger brand performance with the bank.
CSR, Brand Equity, Service performance, Bank.
T. Praveen Kumar, Kirupa Priyadarsini. Assessing the Impact of Corporate Social Responsibility on Service Performance in Mediating Effect of Brand Equity With Reference To Banks in India. Asian J. Management; 2017; 8(4):1287-1294.
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