Research On The Effect Of Corporate Social Responsibility On Brand Loyalty

Corporate social responsibility issues occur frequently along with the economy development, which not only damages their own brand image, but also affects the orderly development of the whole industry. Most enterprises have begun to pay attention to corporate social responsibility and get a good reputation; however, most enterprises fulfill their social responsibilities through passive acceptance, rather than proactive commitment. At the same time, corporate social responsibility has been regarded as an international issue and is quantified, and making corporate social responsibility report has been promoted on a global scale, some enterprises have adopted this approach, so that consumers have a more intuitive and clear understanding of the implementation status of corporate social responsibility.Based on the review and summarization on the existing research of corporate social responsibility and brand loyalty, the thesis used the combining method of quantitative analysis and qualitative research to study on the influence mechanism of corporate social responsibility on brand loyalty.Firstly, the thesis described the basic theory of corporate social responsibility and brand loyalty, analyzed the main evaluation indicators of corporate social responsibility and brand loyalty, and then worded out that the main factors affecting brand loyalty were customer satisfaction, brand attitude and corporate image through the questionnaire, which were taken as the intermediate variables that corporate social responsibility affect brand loyalty. On the basis, the influence corporate social responsibility on the three intermediate variables was analyzed, and the three-dimensional relationship model was established.Secondly, the impact indicators of the five research variables corporate social responsibility, brand loyalty, customer satisfaction, brand attitudes and corporate image were designed, and the indicators which didn't meet the conditions were removed through the initial questionnaire, so that the questionnaire had good reliability and validity. On this basis, the structural equation theory model of corporate social responsibility influencing brand loyalty was established; the structural equation model was verified through the inspection of the model path coefficients, the correlation between each variable in accordance with the path coefficient between the variables was studied.Thirdly, based on the previous conclusions of the study, the base path to fulfill corporate social responsibility was analyzed, and specific measures for enterprises to carry out social responsibility were separately raised from the five perfectives of consumer, community support, resources and environment, employees and stakeholders.The research objectives of this thesis is to introduce corporate social responsibility into corporate strategy system, enable corporate social responsibility to translate into customer satisfaction, brand attitudes and corporate image, enhance the core competitiveness and increase brand loyalty. The innovation points of this thesis is mainly manifested in the introduction of the three intermediate variables including customer satisfaction, brand attitudes and corporate image to analyze the influence of corporate social responsibility on brand loyalty.