Analysis the Impact of Corporate Social Responsibility on Symbolic Image, Performance Image and Brand Loyalty

Rezaei Dolatabadi, Hosein; Joshyar Najafabadi, Lila; Khazaei Pool, Javad; Verij Kazemi, Reza

doi:10.22059/jibm.2013.36024

Analysis the Impact of Corporate Social Responsibility on Symbolic Image, Performance Image and Brand Loyalty

Document Type : Research Paper

Authors

Hosein Rezaei Dolatabadi ¹

Lila Joshyar Najafabadi ²

Javad Khazaei Pool ³

Reza Verij Kazemi ⁴

¹ Assistant Prof. of Management, University of Isfahan, Isfahan, Iran

² MSc., EMBA, University of Isfahan, Isfahan, Iran

³ MSc, Marketing Management, University of Isfahan, Isfahan, Iran

⁴ MSc, Industrial Management, Islamic Azad University, Science and Research Branch, Tehran, Iran

10.22059/jibm.2013.36024

Abstract

The purpose of this study was to evaluate the impact of CSR on brand loyalty through the mediating role of brand image is casting. The purpose of this study applied descriptive - survey is based on structural equation modeling. The study sample consisted of 130 bank customers in the city that are classified randomly selected. The results of this study that the legal and ethical responsibilities with customers loyalty, by the functional and symbolic Images like copulative bridge are connected together. More precisely, loyal relationship with the symbolic image perceptions by customers, extending the functional images was detected. Hence, these banks can strengthen the structures of the mind, to be loyal customers.

Keywords

Corporate social responsibility

Brand image

Brand Loyalty

City Bank