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Impact of corporate social responsibility on bank’s corporate image

Zainab Al Mubarak (Department of Management and Marketing, Ahlia University, Manama, Bahrain)
Anji Ben Hamed (Department of Management and Marketing, Ahlia University, Manama, Bahrain)
Muneer Al Mubarak (Department of Management and Marketing, Ahlia University, Manama, Bahrain)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 5 August 2019

Abstract

Purpose

The purpose of this study is to investigate the impact of the corporate social responsibility (CSR) on the corporate image in the banking sector. The focus of the study is on four main components of CSR, which are economic, legal, ethical and philanthropic.

Design/methodology/approach

A model was used in this study to show the impact of different CSR’s factors on corporate image; (240) banks customers were approached using a questionnaire, where (155) responses were received and (144) valid responses entered for analysis.

Findings

The findings revealed that customers perceive CSR activities as a main element when dealing with banks. The corporate image is strengthened when banks adopt such activities, and positive and significant relationships were statistically found between CSR activities and corporate image. These activities differ in importance as perceived by banks’ customers.

Research limitations/implications

Enlarging sample size, involving more stakeholders such as employees and managers, and replicating the study in other countries would enrich the findings.

Practical implications

Banks are advised to consider the study factors in their activities and act as champions of CSR for the welfare of the society to strengthen their corporate image.

Originality/value

Many studies have discussed the issue of CSR, but very few are found in the Middle East, particularly in Bahrain, and in the banking sector. This paper calls for more investigation in this area for a better understanding of CSR activities and their effects on the corporate image.

Keywords

Citation

Al Mubarak, Z., Ben Hamed, A. and Al Mubarak, M. (2019), "Impact of corporate social responsibility on bank’s corporate image", Social Responsibility Journal, Vol. 15 No. 5, pp. 710-722. https://doi.org/10.1108/SRJ-01-2018-0015

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited