Designing a Brand Reputation Development Model Based on Corporate Social Responsibility with Future Study Approach in the Iranian Banking Industry

This research aims to design a brand reputation development model based on corporate social responsibility with future study approach in the Iranian banking industry. The research method is a two-stage approach. In the first stage, the factors of brand reputation development and corporate social responsibility were identified by using meta-analysis method. The statistical population in this stage was English and Persian scientific articles published in scientific journals during 2005 to 2018 in the field of brand reputation and corporate social responsibility in the world and the sources of their collection were the scientific databases available through the University of Tehran. At this point, 41 refined articles were finally reviewed. The research method in the second stage is survey type, in terms of correlation method and from the objective perspective, it is an applied research. The research timeframe is from January 2018 to August 2019. The statistical population in the second stage includes Iranian banking industry customers. Library and field method were used for data collection. Interviews and a questionnaire with five-point Likert scale were used for data collection. The validity of the questionnaire was confirmed by formal content and its reliability was confirmed by Cronbach's alpha method. The sampling method in this stage was cluster random sampling and the statistical sample size obtained 387. After formulating the initial model, frequency distribution, central indices and dispersion distribution were used to describe variables. Independent t-test, analysis of variance, confirmatory factor analysis, Pearson, and stepwise multiple regression were used for inferential testing of hypotheses. The results show that corporate social responsibility with future study approach and its dimensions including economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility influence brand reputation development and its dimensions including customer-centric, organizational culture, brand awareness, brand prominence, brand performance, brand image and brand credibility, but the variables of environmental responsibility and the spirit of sacrifice do not have a significant impact on it.