The impact of social responsibility on customer perception and desire for the brand: analytical exploratory research at Ashur International Investment Bank

This research aims to reveal the extent to which social responsibility contributes to customer perception and desire to engage with the brand of Ashur International Bank for Investment (the research site). The study's central problem revolves around the following question: Does adopting dimensions of social responsibility influence customer perception and desire for the researched bank's brand? To achieve the research objective, a questionnaire was designed and developed to collect data related to the research variables. It was distributed to a random sample of 140 individuals, from which 125 valid questionnaires were retrieved for statistical analysis. SPSS Ver-24 software and a set of statistical tools and techniques, such as Cronbach's alpha test, mean, standard deviation, coefficient of variation, and simple linear regression, were used to analyze the data and draw conclusions. The research revealed significant results, indicating that social responsibility has an impact on customer perception and desire for the brand. This suggests that any improvement in social responsibility and its dimensions enhances customer perception and desire for the researched bank's brand.