The Influence of Corporate Social Responsibility on Corporate Alliance Brand Value: A Study on Bancassurance Services in Pakistan

Abstract

Existing theories on corporate values in Pakistan rarely discuss the factors influencing brand value under
corporate alliances. This research will identify the factors influencing corporate social responsibility on
corporate alliance brand values. The rationale of this research is to drive implications for corporate alliance
brand values in Bancassurance services. The study has been conducted on Bancassurance services sector of
Pakistan, including banking and Insurance professionals as interviewees. A qualitative methodology has
been adopted for this research. Ten interviews have been conducted through the purposive sampling
technique, and the interviewees are from the banking and insurance domains of Pakistan. Thematic analysis
has been applied as a tool for conducting this research using Nvivo QSR version 10 software. The themes
obtained from the transcribed data are that corporate alliance brand value is boosted by implementing CSR
towards Bancassurance relevant stake holders, corporate alliance brand value is boosted by implementing
CSR towards Bancassurance customers, and corporate alliance brand value is boosted by implementing
CSR towards Bancassurance employees. In order to increase their brand value through corporate alliances,
the results recommend that the Banca-CSR alliance model can be used by Bancassurance service providers
to develop and implement CSR-related policies and initiatives.