CSR Impact on Brand Loyalty: Insights from Consumer Perceptions

Ming Ma, Yinger Gu, Wenyi Huang and Tian Wang
Additional contact information
Ming Ma: Anhui University of Finance and Economics, China
Yinger Gu: Hebei University, China
Wenyi Huang: Anhui University of Finance and Economics, China
Tian Wang: Anhui University of Finance and Economics, China

Frontiers in Management Science, 2023, vol. 2, issue 5, 58-62

Abstract: This research explores the intricate relationship between corporate ethics, social responsibility (CSR), brand association, and brand loyalty in the context of the dynamic Chinese market. Chinese consumers exhibit an increasing awareness of and enthusiasm for CSR initiatives, seeking information on ethical and social practices when making purchasing decisions. Strong brand association significantly influences brand loyalty, with consumers choosing brands that align with their values, including CSR values. The interplay between CSR and brand association is dynamic and positively impacts brand loyalty. The findings highlight the significance of aligning CSR initiatives with local values, effective storytelling, and consistency in CSR engagement for brands operating in China. Understanding generational dynamics and the unique dynamics in the Chinese market is crucial. Brands embracing CSR as a strategic necessity foster lasting brand loyalty in this consumer-driven market.

Keywords: corporate ethics; social responsibility; brand association; brand loyalty; consumer perception; CSR initiatives; generational dynamics (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.paradigmpress.org/fms/article/view/836/715 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bdz:frmans:v:2:y:2023:i:5:p:58-62

DOI: 10.56397/FMS.2023.10.08

Access Statistics for this article

More articles in Frontiers in Management Science from Paradigm Academic Press
Bibliographic data for series maintained by Editorial Office ().