The Nexus between Corporate Social Responsibility and Marketing Performance: The Mediating Effect of Corporate Image

This study examined the relationship between corporate social responsibility (CSR) and marketing performance in the Nigerian banking industry, focusing on the mediating role of corporate image. A survey combining descriptive and explanatory designs was employed. Data were collected through questionnaires administered to employees, shareholders, customers and host communities of deposit money banks (DMBs). From a population of 763 stakeholders, Yamane’s formula determined a sample of 262, selected through stratified random sampling. Of 288 questionnaires distributed, 263 responses were returned, representing a response rate of 91.32 per cent. Data were analysed using descriptive statistics and structural equation modelling (SEM) to test the hypotheses. Results showed that corporate image mediates the relationship between CSR and marketing performance. However, CSR exerted a stronger direct effect on marketing performance than its indirect effect through corporate image. The study concludes that DMBs should position CSR as a strategic driver of marketing performance while also using it to strengthen corporate image. It recommends that management develop stakeholder-focused CSR initiatives and integrate them with marketing strategy to improve market outcomes, stakeholder relationships and institutional reputation. Consistent investment in responsibilities to employees, shareholders, customers and host communities is therefore essential for sustainable marketing performance within Nigeria’s banking industry.