Corporate social responsibility (CSR) initiatives have differential impact on developing customer loyalty in the context of two leading international sportswear companies operating in China. Academic interest in CSR in China has grown over the years. The findings suggest a relatively strong impact of CSR dimensions (e.g., workplace, marketplace, and environment support) and other related attributes (e.g., price, product quality, and uniqueness) on developing customer loyalty in China. There are regional differences in China in relation to customers’ CSR perceptions and the likelihood of being influenced by a company’s CSR initiatives.