Impact of Perceived Organizational Social Responsibility on Customer's Brand Preference: The Mediating Role of Brand Attitude and Self-Brand Connection; Case study: Shiraz Namazi Hospital

Demanding organizattions to act responsibly twoards society, is an issue that has been intensified by increasingly expansion of their influence on constituent axes of sustainable development, has been led to appear the consept named Corporate Social Responsibility in the management world. This study aims to investigate how firm's corporate social responsibility practices affect brand preference, considering the mediating role of brand attitude and self-brand connection in Shiraz Namazi Hospital.

The present study is applied in terms of purpose and descriptive-survey nature in terms of data collection method. The data of this study were collected by distributing a standard questionnaire among a sample of 200 patients in Namazi Hospital, selected by available sampling method and examining the relationships between variables done by structural equation modeling.

Results revealed customers' PCSR had a significant impacts on their brand attitudes, self-brand connection and brand preference. The mediation effect was detected between PCSR and brand preference only by brand attitudes, but the mediating role of self-brand connecton in this relationship was not supported. Ethical Considerations: Participants completed the questionnaires with the awareness of the research objectives.

Promoting and expanding organizational social responsibility activities in Namazi Hospital and other similar hospitals and service centers can play a positive and significant role in improving patients' attitudes and evaluations toward the hospital brand, strengthening their Self-brand connection with the brand and prefer the hospital brand by them.