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

He, Yuanqiong; Lai, Kin Keung

doi:10.1080/14783363.2012.661138

Cited by 143 publications

(126 citation statements)

References 33 publications

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“…However, other corporate sustainability perceptions are significant, perceived environmental sustainability having the highest impact on customer loyalty (Beta = 0.248), followed by perceived economic sustainability (Beta = 0.180) and, respectively, perceived corporate sponsorship (Beta = 0.133). Our findings for this industry are consistent with those of He and Lai (2014), who also concluded that being perceived as respecting and protecting the natural environment can enhance customer loyalty in the personal care products industry.…”

Section: Resultssupporting

confidence: 82%

“…Recently, He and Lai (2014) conducted research among personal care products consumers from Hong Kong, concluding that companies that are perceived as being more ethical, law-abiding and careful with the environment can benefit from better customer loyalty, the positive relationship being mediated by brand image. Another recent study conducted among customers of F.M.C.G.…”

Section: The Relationship Between Perceptual Corporate Sustainabilitymentioning

confidence: 99%

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From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

Moisescu

2018

Economic Research-Ekonomska Istraživanja

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The purpose of this paper is to investigate the impact of customerbased perceptual corporate sustainability on customer loyalty in a comparative manner, in four important industries (mobile telecommunications services, retail banking services, dairy products and personal care products) in a developing country. A consumer survey was implemented among a sample of 1464 consumers from the urban area of a developing European country. Our research reveals that customer-based perceptual corporate sustainability significantly and positively impacts customer loyalty in all investigated industries, with a stronger impact in retail banking services and a lower one in the case of personal care products. The research identifies those perceptual corporate sustainability dimensions which significantly impact customer loyalty and on which companies should focus within their marketing communication in order to increase customer loyalty. The paper brings relevant multi-sectorial insights, filling a regional knowledge gap, in the particular socio-cultural and economic context of a developing country, and thinking forward the general theoretical knowledge regarding the relationship between customer loyalty and perceptual corporate sustainability as complex constructs. Moreover, by using a quasi-exhaustive manner to conceptualise corporate sustainability, this paper complements previous research on the topic, in which corporate sustainability was constructed narrowly, within limited conceptual frameworks.

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Section: Resultssupporting

confidence: 82%

Section: The Relationship Between Perceptual Corporate Sustainabilitymentioning

confidence: 99%

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

Moisescu

2018

Economic Research-Ekonomska Istraživanja

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“…Customers will stick to the brand with more CSRladen emotional values and are less likely to turn toward the competitive offerings (Lynch & De Chernatony, 2004). When evaluating two similar brands, customers may consider a brand with societal reputation (Hea & Laib, 2014). CSR activities on its spin will further, in the long run, create favorable attitude and behavior, purchase intention, and employment seeking, and it will also strengthen advocacy behavior of the stakeholders (Du et al, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer's response to CSR activities: Mediating role of brand image and brand attitude

Kumar

Saha

Goswami³

et al. 2018

Corp Soc Responsibility Env

238

190

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Corporate social responsibility (CSR) is a well-touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development.The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.

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“…There is growing evidence indicating that the relationship between a company's CSR action and consumers' response is indirect (He & Lai, 2014). Recent studies suggest that consumers' WTP for CSR is to a large extent influenced by individuals' attitudes and beliefs towards CSR (Han, Hsu, & Sheu, 2010;Schniederjans & Starkey, 2014).…”

Section: Introductionmentioning

confidence: 98%

Are customers willing to pay for corporate social responsibility? A study of individual-specific mediators

Yuen

Thai

Wong

2016

Total Quality Management & Business Excellence

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The objective of this study is to identify, specify, and examine variables that mediate the link between customers' perceived level of corporate social responsibility (CSR) and their willingness to pay (WTP) premiums for CSR. Drawing on several consumer behaviour theories including perceived value theory, corporate identity theory, and theory of planned behaviour, theoretical and alternative models were proposed. Subsequently, a survey was administered to 212 users of shipping services in Singapore. Thereafter, the proposed models were analysed and compared using structural equation modelling. The link between CSR and WTP for CSR was found to be indirect and mediated by personal factors including customer satisfaction, customer loyalty, and CSR beliefs. Practising CSR in conjunction with service quality results in greater customer satisfaction. However, customer satisfaction is a necessary but insufficient condition for WTP for CSR. Instead, the effect of customer satisfaction on WTP for CSR is channelled via customers' CSR beliefs and loyalty. This study contributes to consumer behaviour theories by providing a better understanding of the lagging and immediate predictors of WTP for CSR. The results also draw important implications for the management of CSR activities and pricing of services.

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

Cited by 143 publications

References 33 publications

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

Consumer's response to CSR activities: Mediating role of brand image and brand attitude

Are customers willing to pay for corporate social responsibility? A study of individual-specific mediators

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