HOW CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES LEAD TO BRAND LOYALTY - FROM CONSUMERS' PERSPECTIVE

The world is currently experiencing insecurity and uncertainty owing to various global issues, such as the effects of climate change and the ongoing COVID-19 pandemic. Such a social climate has sped up the need for all sectors to take their social responsibilities more seriously, either as a matter...

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Bibliographic Details
Published inCommerce & Management Quarterly Vol. 24; no. 2; pp. 219 - 249
Main Authors Yu, Chih-Ching, Huang, Wen-Yeh, Mai, Yu-Syuan
Format Journal Article
LanguageChinese
Published Taipei Chinese Association of Business & Management Technology 01.06.2023
Subjects
Brand loyalty
Brands
Climate change
Consumer attitudes
COVID-19
Pandemics
Social responsibility
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Summary:The world is currently experiencing insecurity and uncertainty owing to various global issues, such as the effects of climate change and the ongoing COVID-19 pandemic. Such a social climate has sped up the need for all sectors to take their social responsibilities more seriously, either as a matter of policy or on their own initiative, in an attempt to mitigate the effects of these issues. Contrary to most previous studies, this study explores whether consumers are aware of various types of social responsibility activities carried out by firms, including legal, ethical, philanthropic, and economic activities. Furthermore, whether this awareness is translated into consumers' trust, emotions, and loyalty towards firms will be investigated. Findings of this study reveal firms' legal, ethical, and philanthropic CSR activities induce a higher degree of perceived ethicality among consumers than economic CSR activities, while consumers' perceived ethicality has a positive effect on brand trust, emotion, and loyalty.
ISSN:1994-8107