Research On The Influence Of Corporate Social Responsibility And Brand Loyalty

In the era of brand economy,maintaining a good brand relationship between enterprises and consumers is the key to enhancing brand competitiveness.Through the way of social responsibilities,enterprises promote consumers' perceptions of brands,improve brand relationships,and increase consumer loyalty to brands.Based on the social media platform,the research builds a model of corporate social responsibility and brand loyalty from the perspective of consumers.In the research,first of all,we review the relevant literature.The study divides the independent variable about corporate social responsibility into four dimensions:consumer responsibility,social and economic development responsibility,green environmental responsibility and community responsibility.And the dependent variable about brand loyalty is divided into two dimensions:behavior loyalty and attitude loyalty.Secondly,the research establishes a model based on the consumer's corporate social responsibility response mechanism.Then the development of the scale and the design of the questionnaire are also carried out.Finally,through empirical research,the model and assumptions are verified,and the relationship between the various factors is analyzed.The research results show that corporate social responsibility has a positive effect on brand loyalty,and corporate social responsibility communication plays an intermediary role between corporate social responsibility and brand loyalty.Research can concluded that enterprises can promote the brand loyalty of consumers through social responsibility.In other words,enterprises can improve consumer's loyalty to the brand by fulfilling their consumer responsibilities,social and economic development responsibilities,green environmental responsibilities and community responsibilities.Corporate social responsibility communication under social media can promote consumer awareness of the brand and increase consumer loyalty to the brand.