“…In recent literatures CSR has also been regarded as a successful tool for companies to improve their reputation and create strong brand image to influence the customer's loyalty. Many authors highlighted that appealing to CSR activities provides for enhancing CR in various ways (Li et al, 2018;Lu et al, 2019b;Mapelli et al, 2016;Kudlak et al, 2018;Lewis, 2003;Dean, 2002;Dixit, 2009;Dummet, 2006;Danubianu & Teodorescu, 2017). Progressively, by engaging in CSR activities firms are trying to differentiate themselves from other competitors, create an expressive ties with their clients, stimulate employee satisfaction and loyalty to the company, build a basis for a greater customer tolerance to the growth of prices, create advantageous publicity, increase understanding of skeptical and negatively-oriented public officials and enhance CR and strengthen brand loyalty (Lu et al, 2019b).…”