Article2012

The effect of corporate social responsibility on brand loyalty: the mediating role of brand image

219 citations0/0 files storedTotal Quality Management & Business Excellence

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

Corporate social responsibility (CSR) is regarded as a good strategic marketing tool and it has significant influence on consumers’ behaviours. The purpose of this study is to explore the indirect effects of different dimensions of CSR on brand loyalty in a real business context. This study focuses on legal and ethical responsibilities as two dimensions of social responsibility. The empirical results indicate that consumers’ perceived legal and ethical responsibilities of brands may improve brand loyalty through enhancing positive functional and symbolic images. Moreover, corporate legally responsible behaviour helps to enhance a more functional image perceived by consumers than a symbolic image, while ethically responsible action impacts a symbolic image more than a functional image. These results suggest firms should focus on key dimensions of social responsibility based on the expectations of consumers in their marketing programmes.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1980Understanding Attitudes and Predicting Social Behavior 1996The Behavioral Consequences of Service Quality 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2001Consumer perceived value: The development of a multiple item scale 1996PERSON‐ORGANIZATION FIT: AN INTEGRATIVE REVIEW OF ITS CONCEPTUALIZATIONS, MEASUREMENT, AND IMPLICATIONS 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1986Strategic Brand Concept-Image Management

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2018Consumer's response to CSR activities: Mediating role of brand image and brand attitude 2015How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality 2020Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study 2019The impact of perceived CSR on corporate reputation and purchase intention

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