An Empirical Study On The Relationship Between Consumer–perceived Csr And Brand Loyalty For Lanzhou Zhuangyuan Dairy Company

The concept of corporate social responsibility has received wide attention since the last century in 90 s,the related theory has become mature and its meaning turned from whether the enterprises should take CSR to stakeholder relationship.Brand reputation is an important symbol of sustainable development of enterprises;it is directly related to customer loyalty.With the continuous development of the theory and practice of social responsibility,corporate social responsibility activities are more and more concerned by consumers,and the impact on consumer loyalty has become more and more obvious.With the rapid development of China's economy,there are many CSR problems such as food safety,especially the quality of the domestic dairy industry in recent years,which reflects Chinese enterprises lack of awareness of social responsibility.Dairy products related to people's livelihood security,the fulfillment of CSR is closely related to its brand reputation and brand loyalty.The purpose of this paper is to study the relationship between social responsibility and brand reputation and brand loyalty in Lanzhou Zhuangyuan dairy company.On the one hand,the empirical study of the dairy industry's CSR literature is very small,on the other hand,the Lanzhou Zhuangyuan dairy company,in the face of other domestic or international dairy brand competition,how to improve customer loyalty by fulfilling CSR is particularly important.In view of this,this paper draws on the existing research results,based on the actual situation of Lanzhou Zhuangyuan dairy company,to study the impact of CSR on brand loyalty.This research is based on the consumer perception to study CSR.CSR under consumer perception can be divided into three dimensions,including the consumer responsibility,the charitable responsibility and environmental responsibility.The paper use the brand reputation as an intermediary variable to constructs the research model,and puts forward the relevant research hypotheses.First,the paper designed the scale and did reliability and validity tested.With the help of SPSS software,the data of 194 valid questionnaires were analyzed by correlation analysis and regression analysis,the paper draws the following conclusions: The CSR of Lanzhou Zhuangyuan dairy company has a positive impact on its brand reputation and brand loyalty,and the consumer responsibility has the greatest influence.Brand reputation plays a partial mediating role in the process of social responsibility to brand loyalty.Finally,this paper puts forward some suggestions for Lanzhou Zhuangyuan dairy company.