Measuring the Impact of Auditing on Customer Confidence to Support the Brand under the Social Responsibility of the Consumer (Case study: Al-Rafidain Bank - Baghdad Branch)
Abstract
The study aims to explain the effect of perceived responsible marketing on customer trust and brand patronage with the mediating role of consumer social responsibility in Al-Rafidain Bank, Baghdad Branch. The study was applied in terms of purpose and descriptive-correlational in terms of method and was conducted with a quantitative approach. The statistical population included customers of Al-Rafidain Bank in Baghdad, and given the unlimited nature of the population, the sample size was determined as 384 people based on the Cochran formula. The data collection tool was a standard questionnaire with a five-point Likert scale that measured the four main research constructs: perceived responsible marketing, consumer social responsibility, customer trust, and brand patronage. The validity and reliability of the tool were confirmed using Cronbach's alpha, composite reliability, and average variance extracted (AVE). The data were analyzed with Smart PLS version 4 software and structural equation modeling. The findings revealed that perceived responsible marketing has a positive and significant impact on both variables of customer trust and willingness to support the brand. From the point of view of Al-Rafidain Bank, which has faced long periods of bureaucracy and economic change, responsible marketing as a social capital-building approach is very important in establishing brand loyalty and legitimacy.
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References
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Published
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2026-07-09
