Sustainable development in brand loyalty: Exploring the dynamics of corporate social responsibility, customer attitudes, and emotional contagion

Abstract

Corporate social responsibility (CSR) significantly bolsters brand loyalty by demonstrating a company's commitment to societal and environmental well‐being. This article investigates the link between brand loyalty based on consumer perception and CSR. The study looks at the effects of unfavorable perceptions of CSR initiatives and how emotional contagion affects brand loyalty. The results emphasize the importance of CSR and how it influences consumer attitudes toward brands. To this end, this study particularly targeted young consumers for adopting a sample of this study. The findings reveal that brand disloyalty can be caused by negative attitudes toward a company's CSR initiatives, and brand perception can amplify this effect. The study emphasizes how crucial it for businesses is to demonstrate dedication to sustainability and environmental stewardship to sustainable environmentally conscious clients. However, the geographical sampling size and sampling methods are the research's limitations, which should be considered by the researchers in the future for additional validation and contribution.