THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON THE BRAND VALUE PERCEPTION OF THE BANK: A FIELD SURVEY

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Today, with the developing marketing strategies, the effect of the social responsibility activities realized by the institutions on the brand perceived value has gained importance. The effects of corporate social responsibility (CSR) activities on brand value perception are examined in the study. In this context, the importance of the students of Cumhuriyet University and Gazi University Banking Department to the corporate social responsibility and the effect of the universities on the brand value perceptions of the social responsibility activities of the banks to which they are contracted are desired to be measured. For this purpose, a face-to-face questionnaire was applied to 353 university students and after the questionnaires were checked, the ones considered suitable for analysis were evaluated. Frequency distributions, reliability analysis, t-test, ANOVA test and regression analysis were performed in the analysis of questionnaire data. As a result of the analyzes made, it was concluded that university students demographic variables, gender, household income, and university discrimination were not effective in perceiving the CSR projects of the banks they served. In addition, brand loyalty and perceived quality values show a meaningful difference while the general brand sense of students and brand awareness values do not show any significant difference according to gender. According to the results of correlation and regression analysis, as the CSR levels perceived by the students increase, brand value perceptions also increase positively.

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Social Responsibility , Corporate Social Responsibility , Brand Value Perception

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi