The Research Into Enhancing Brand Loyalty Based On Corporate Social Responsibility Experiential Marketing

Brand loyalty is strategic equity of an enterprise, marketing task should be to enhance consumer's brand loyalty. Many companies spent huge sums of money on cultivating brand loyalty. At the same time, this companies damage the interests of consumers, the rights and interests of their employees, even environmental pollution problems. These acts harm the brand image and reduce consumer loyalty. How to corporate social responsibility as a driver of the brand loyalty? So that enterprises can Perform social responsibility, and also enhance the brand loyalty.According the analysis of experience theory, this study attempted to demonstrate that by providing customer with products which addicted social responsibility experience, can enhance the brand loyalty. The study of the paper from a new perspective proved that corporate social responsibility as an experience can enhance brand loyalty, and provide enterprises with a new marketing tool, enriched the theory of brand loyalty.From a practical sense, Corporate Social Responsibility experience benefits consumers, brands, and society. It meets the needs of consumers as a"social people"that they can realize the contribution to society, can provide consumers with more Value Delivered, enhances consumer's loyalty, so that enterprises can eventually reap greater benefits. Meanwhile, some social problems will be alleviated, at last benefits harmonious society.This study based on empirical research, takes the corporate social responsibility,experience as the variables of enhancing consumer loyalty, meanwhile, introduce the customer satisfaction as a intermediate variables. Including the design of the questionnaire of corporate social responsibility, experience, satisfaction and brand loyalty; Use SPSS software to exploratory factor analysis of the social responsibility and experience; According to Exploratory factor analysis generates the official questionnaire; By using LISREL software to test the relationship among the corporate social responsibility,experience and brand loyalty; Finally draw the conclusion of this study.This study includes five parts: Part one introduced research reason, research purpose and research procedure. Part two is Reviewed Document about social responsibility, experience and brand loyal. Part three is studying design, including the proposition of the conceptual model, defining the variable, studying the procedure to design, the development of the questionnaire; Part four is data analysis, including factor analysis, reliability analysis, result degree analysis, testing the hypothesis and revising the conceptual model finally. Part five is discussion, including discovery and market advice, the deficiency of the study and future research direction.The research concluded: According to target corporate social responsibility can be divided into five factors:Community support, resources and the environment, employees, stakeholders in the supply chain, consumers. Fulfilling the social responsibility can enhance brand loyalty; there are two impacting ways:Corporate social responsibility directly enhances brand loyalty; corporate social responsibility through customer satisfaction enhances brand loyalty. And experience as a fulfilling means of corporate social responsibility can also improve the brand loyalty.All in a word, this paper makes some creations on the following aspects:This paper explored the factor structure and developmental characters of the corporate social responsibility, offers the measurement tool of corporate social responsibility, demonstrated that fulfilling social responsibilities and experience can enhance brand loyalty, filled the theoretical gap among corporate social responsibility, experience and brand loyalty. Provide companies with a new marketing tool to get consumer's loyalty.