A study on the impact of corporate social responsibility on customer loyalty among young consumers in ho chi minh city: A case study of the smartphone industry

Long Dai Khuc, Thanh Van Ta and Thu Bui Thi

Management (Montevideo), 2025, vol. 3, 281

Abstract: This study examines the influence of corporate social responsibility (CSR) on customer loyalty among young consumers aged 18–35 in Ho Chi Minh City, Vietnam, within the context of the smartphone industry. The research aims to elucidate the direct and indirect effects of CSR on loyalty through the mediating roles of brand trust and brand satisfaction. A survey of 250 respondents was conducted using a structured questionnaire, with data analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that CSR exerts a significant direct effect on customer loyalty (β = 0.585, p

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:manage:v:3:y:2025:i::p:281:id:1062486agma2025281

DOI: 10.62486/agma2025281

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