Banks are institutions that need the utmost trust of the customers. One of the best ways to link society to the company is the effective use of Corporate Social Responsibility. Corporate Social Responsibility is used by banks to change the notion that banks are institutions that are merely concerned with money matters. Banks have another lifeline through Corporate Social Responsibility, another chance to prove to the customers that they are more than just institutions concerned with money. The Indian banking industry has begun to give more importance to Corporate Social Responsibility due to the emphasis on Social responsibility by the Reserve Bank of India. This study focuses on how banks are increasing their brand preference through practicing Corporate Social Responsibility. This study has analyzed that “Actions speak louder than words”; customer preference is strongly influenced by the actions of the banks. Corporate social responsibility enhances the brand image and in turn, creates a strong brand preference in the long run.

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