How does corporate association influence consumer brand loyalty? Mediating role of brand identification

Purpose - The aim of this study is to investigate the influence of two types of corporate associations - corporate ability (CA) and corporate social responsibility (CSR) - on consumer brand loyalty in retail banks in India. Design/methodology/approach - A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used. Findings - The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty. Research limitations/implications - The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies. Originality/value - This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.