Title: IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CORPORATE BRAND REPUTATION: MEDIATING ROLE OF ORGANIZATIONAL CULTURE IN COMMERCIAL BANKS IN ZANZIBAR
Authors:
Nuru Abass Makame, Hamad Said And Mohammed Salim Ahmed
Abstract:
This paper summarizes an empirical study examining how Corporate Social Responsibility (CSR) shapes Corporate Brand Reputation (CBR) in commercial banks in Zanzibar, emphasizing the mediating role of Organizational Culture (OC). Primary data from 300 customers of PBZ, CRDB, and NBC were analyzed using PLS-SEM (SmartPLS). Diagnostic checks indicated reliable and valid constructs; model fit and predictive relevance were satisfactory. CSR had a positive direct effect on CBR and a strong positive effect on OC; in turn, OC significantly enhanced CBR. A mediated model outperformed a direct-only model on R² and Q²_predict, confirming OC as a key mechanism that translates CSR into stronger reputational outcomes. The findings support Stakeholder Theory and the Resource-Based View, and recommend embedding CSR into internal cultural systems to sustain brand credibility in the banking sector.
Keywords: Corporate Social Responsibility; Organizational Culture; Corporate Brand Reputation; PLS-SEM; Mediation; Zanzibar; Banking.
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