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The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis by Petek Tosun; A. Selçuk Köylüoğlu is a Business, Management and Accounting article available to read on EtoBox.

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## Purpose Consumers’ corporate social responsibility (CSR) expectations have increased in the new coronavirus (COVID-19) pandemic, while many financial institutions have supported society with their health-related CSR actions. This study examines the impact of CSR actions and brand origin on consumer attitudes, CSR perceptions, customer-based brand equity (CBBE) and supportive communication intent in retail banking during the crisis from signaling and stakeholder theory perspectives. ## Design/methodology/approach A 2 (foreign vs. local brand) x 2 (COVID-19-related vs. another CSR action) between-subjects factorial design was used to analyze consumer data. ## Findings CSR actions of local brands created more positive attitudes, CSR perceptions and greater CBBE and supportive communication intent than foreign banks. However, CSR action (COVID-19-related vs. another) did not significantly influence consumer attitudes, CSR perceptions, CBBE and supportive communication intent. ## Originality/value This research has shown the significant impact of brand origin on consumer perceptions in response to CSR actions during the pandemic. It has suggested an original conceptual framework and

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Author

Petek Tosun; A. Selçuk Köylüoğlu

Publisher

Emerald

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)