Corporate social responsibility and patronage intentions: The mediating effect of brand credibility

ABSTRACT

Corporate social responsibility (CSR) is a vital construct in the banking industry due to its influence on brand credibility, positive word of mouth, and repeat purchases. The purpose of this research is to examine the influence of the three main dimensions of corporate social responsibility on patronage intentions through the mediating role of brand credibility. Based on a sample of (N = 315) customers in Jordan’s banking sector, structural equation modelling revealed that all of the proposed hypotheses were supported, proving that CSR dimensions have a significant influence on brand credibility and patronage intentions. Additionally, a mediating influence was found for brand credibility on the path between CSR and patronage intentions. Implications for managers are also provided.

KEYWORDS:

• Corporate social responsibility
• brand credibility
• repeat purchase
• patronage intentions

Disclosure statement

No potential conflict of interest was reported by the authors.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Hala Mohammed Abu Zayyad

Hala Mohammed Abu Zayyad currently works as a Regional Digital marketing manager for Middle East, Africa and India in an international company, a Leader in dental prophylaxis and prevention-Electro Medical Systems (EMS) located in Nyon, Switzerland. Received her MBA in 2018 from the University of Jordan, CMS degree in 2008 from London College of Business School. Acquired diversified experience in different industries in Marketing, Public Relations, Advertising, Media Relations and Events.

Zaid Mohammad Obeidat

Zaid Mohammad Obeidat holds a PhD in Marketing from Durham University, an MBA and a BA in Marketing. Zaid is currently an Associate Professor in Marketing in the University of Jordan. His work focuses on Consumer Rights, Consumer Behavior, Misbehavior, and the Online Context. His main interest lies in Consumer Online Revenge Behaviors and the variables that affect and encourages these Behaviors. He works in the University of Jordan, teaching International Marketing, Consumer Behavior, and Marketing Management & Research. His work has been published in well respected International Journals & Conferences such as Computers in Human Behavior, Psychology and Marketing, Journal of Retailing and Consumer services, IJBR, EJBR, and EMAC.

Muhammad Turki Alshurideh

Muhammad Turki Alshurideh is working for the College of Business Administration, University of Sharjah, UAE as a full-time faculty member and for the School of Business at the University of Jordan in Jordan. Regarding the teaching, he has the responsibility to teach a wide range of Marketing and Business topics for both undergraduate and postgraduate students. He has more than 40 published papers in different Marketing and Business topics mainly CRM and Customer Retention areas.

Mohammd Abuhashesh

Mohammd Abuhashesh is currently working as an Assistant Professor in the E-Marketing and Social Media Department at PSUT; also he worked as a President Assistant of PSUT in 2017–2018. In addition to being a Regional Trainer for Speedway LLC in USA since 2006, he served as a General Manager at the same company in 2006–2016. His research interests are mainly in E-Marketing, Social Media, and Consumer Behaviour.

Mahmoud Maqableh

Mahmoud Maqableh is an Associate Professor of Information Systems at the University of Jordan, Jordan. He received his Ph.D. degree in Information Technology Management from Durham University, United Kingdom, in 2012. He received his Master degree in Computer Science from Universiti Sains Malaysia, Penang–Malaysia and Bachelor in Computer Science from Al Albayt University–Jordan in 2006 and 2004, respectively. His current research focuses on Information Systems, Information Security, Electronic Commerce, Social Networks, and Digital Watermarking

Ra’ed Masa’deh

Ra’ed Masa’deh is a Professor of Management Information Systems at the University of Jordan, Jordan. He received his Ph.D. from the University of Nottingham, UK. Prof. Masa’deh served as an Honor Professor at the University of Warwick, UK, 2018-2019. Currently he acts as the Dean of the School of Business at the University of Jordan in Aqaba branch. Prof. Ra’ed Masa’deh research interests include Knowledge Economy, IT-Business Strategic Alignment, Information Management, Knowledge Management Capabilities; IT-based Competitive Advantages; Quantitative Methods, and Structural Equation Modeling. His research has been published in journals including Computers in Human Behavior, Journal of Enterprise Information Management, VINE Journal of Information and Knowledge Management Systems, Journal of Management Development, Management Research Review, Benchmarking: An International Journal, Tourism and Hospitality Research, Journal of Hospitality and Tourism Technology, Interdisciplinary Journal of Information, Knowledge, and Management, International Journal of Technology Diffusion, International Journal of Knowledge Management Studies, and International Journal of Business Innovation and Research.