Economics at your fingertips  

CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Rajesh Sharma and Vranda Jain

Metamorphosis: A Journal of Management Research, 2019, vol. 18, issue 1, 57-67

Abstract: This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI) on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market. This study was conducted on a group of respondents in Delhi NCR region. Different categories of sportswear brands were chosen for an adequate representation of market share, price and country of origin. The findings indicate that positive and direct relationships exist between PCSRI and consumer trust, PCSRI and brand loyalty; PCSRI and CBBE; consumer trust and brand loyalty; consumer trust and CBBE; brand loyalty and CBBE. The study contributes to the existing literature in understanding the role of PCSRI in building brand loyalty, consumer trust and CBBE. The study will help managers in implementing action plans for enhancing brand loyalty and CBBE in Indian sportswear industry.

Keywords: Trust; corporate social responsibility; brand loyalty; consumer based brand equity (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link) (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:

DOI: 10.1177/0972622519853158

Access Statistics for this article

More articles in Metamorphosis: A Journal of Management Research
Bibliographic data for series maintained by SAGE Publications ().

Page updated 2022-11-16
Handle: RePEc:sae:metjou:v:18:y:2019:i:1:p:57-67