The Moderating Effect of Corporate Social Responsibility on the Factors Influencing Customer-Based Brand Equity in Chinese Retail Banking Sector

Brand influencing factors including customer experience, brand innovativeness, word of mouth, and advertising, are studied in the previous research. However, there is a dearth exploratory endeavors study relationships between corporate social responsibility, customer-based equity context retail banking sector developing nations. Therefore, present aims to examine roles advertising equity, evaluate moderating effect responsibility on Chinese context. The objectives explore affecting assess equity. A quantitative survey research method was adopted achieve objectives. total 389 samples were employed data analysis study. empirical results show that displays significant influences Nevertheless, showed relationship experience insignificant. With R2 value 79 percent exhibits satisfactory explanatory power obtained model, this has valuable theoretical practical implications. Theoretically, develops model incorporates as moderator effects Practically, acknowledges important building sustainability.