Corporate social responsibility and patronage intentions: The mediating effect of brand credibility

Corporate social responsibility (CSR) is a vital construct in the banking industry due to its influence on brand credibility, positive word of mouth, and repeat purchases. The purpose of this research is to examine the influence of the three main dimensions of corporate social responsibility on patronage intentions through the mediating role of brand credibility. Based on a sample of (N = 315) customers in Jordan’s banking sector, structural equation modelling revealed that all of the proposed hypotheses were supported, proving that CSR dimensions have a significant influence on brand credibility and patronage intentions. Additionally, a mediating influence was found for brand credibility on the path between CSR and patronage intentions. Implications for managers are also provided.