The spillover of CSR perceptions for market shaping in banking industry

Adopting a multi-theoretical approach to CSR, this study explored whether customer loyalty and brand trust, mediated by stakeholder perceptions of banking performance can spillover into the competitive sphere directly and indirectly, due to market pressures generated by impact of CSR's reputation. Using structural equation modelling and survey data findings reveal the indirect effects of the two categories of banking performance in the mediation of customer loyalty and brand trust with the CSR spillover effect. Such effects signal the fundamental role that brand trust plays for the occurrence of CSR spillover, suggesting that general banking CSR impressions are leveraged by customers' perceptions of banks' competitive performance, as they foster closer and more grounded interactions with this type of performance, conjecturing it as their entitled participation on the bank's social responsibility performance.