Impact Of Employee CSR Onbrand Citizenship Behaviour: Mediating Role Of Brand Pride And Moderating Role Of Service Climate. Evidence From Banking Sector Of Pakistan

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Sumaira Shamoon , Dr. Aqeel Ahmad


Corporate Social Responsibility (CSR) has been increasingly recognized as an essential factor in enhancing brand image and reputation, as well as improving employee positive behaviors. This study aims to investigate the impact of employee perceptions of CSR on brand citizenship behavior in the banking sector of Pakistan, while also examining the mediating role of brand pride and the moderating role of service climate. Using a survey method, data was collected from 346 employees working in different banks operating in Pakistan. Structural equation modeling (SEM) was employed to test the proposed hypotheses using Smart PLS version 4. The results of the study reveal that employee perceptions of CSR initiatives positively influence brand citizenship behavior. Furthermore, the study finds that brand pride plays a mediating role in the relationship between CSR initiatives and brand citizenship behavior. Specifically, the positive effect of CSR initiatives on brand Citizenship behavior is mediated by brand pride. These findings support the notion that CSR initiatives can lead to increased employee engagement and motivation, resulting in positive brand citizenship behavior.Moreover, the study also investigates the moderating role of service climate on the relationship between CSR initiatives, brand pride, and brand citizenship behavior. Additionally, the study finds that service climate moderates the relationship between brand pride and brand citizenship behavior.Overall, the findings of this study have important implications for organizations operating in the banking sector of Pakistan. In conclusion, this study provides new insights into the relationship between employee perceptions of CSR initiatives, brand pride, service climate, and brand citizenship behavior in the banking sector of Pakistan. The findings of this study have practical implications for organizations seeking to enhance their brand image and reputation while also improving employee engagement and performance.

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