Author(s): Phan Thanh Tam
Corporate social responsibility is becoming a key trend in connecting sustainable development and core values in business operations to create an expected value for the business and society. Corporate social responsibility (CSR) contributes to improving the business’s quality, brand value, and reputation. CSR can help enterprises to increase brand value and importance significantly. Reputation helps enterprises increase revenue, attracting partners, investors, and employees. Therefore, the authors surveyed 750 customers relating to 15 commercial banks in Ho Chi Minh City (HCMC), and the article explores corporate social responsibility affecting commercial banks’ brand value in HCMC. Corporate social responsibility affected commercial banks’ brand value in HCMC with 1% significance by applying Structural Equation Modeling (SEM). Finally, the authors had policy recommendations to enhance corporate social responsibility contributing to commercial banks’ brand.