The effect of CSR on brand loyalty: the moderating role of corporate reputation and mediates the brand image

Abstract

Corporate Social Responsibility (CSR) is viewed as a good marketing tool due to its significant influence on customers' practices. The purpose of this study is to investigate the indirect effect of various measurements of CSR on brand loyalty. The study focus on indirect relationship of CSR on brand loyalty mediated with brand image and the study moderates corporate reputation. This is a conceptual paper based on an indirect relationship of CSR on brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images. Our findings indicate that legal and ethical responsibilities, as two main dimensions of CSR, improve brand loyalty through brand images. Moreover, fulfilments of legal and ethical responsibilities play different roles in improving a brand loyalty. This article is an important step in research on the indirect relationship between CSR and brand loyalty and also it mediates brand image as moderated with corporate reputation. Contribution/ OriginalityThis study comprises a conceptual view on an indirect relationship of CSR and brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images.

Mediating Role of Brand Image in the Relationship between Corporate Social Responsibility and Brand Equity: An Investigation of Unilever Bangladesh Limited

“…The outcomes of this study verify a significant and positive mediating effect of Brand Image in between the relationships of Economic CSR and the Social CSR activities with Brand Equity. The consequences of this study are conforming to prior researches which also depict a mediating effect of Brand Image in between the relationship of CSR activities and Brand equity components (Qasim & Mohammad, 2017;Ramesh et al, 2019). It is also to be mentioned from Hsu (2011), certain aspects of CSR include advertising and since CSR leads to product differentiation, a high degree of advertisement by implementing CSR activities leads into creating a symbol of product or business efficiency, i.e.…”

“…This study also discloses that a mediating effect of Brand Image does not exist in between the relationship of Environmental CSR activities and Brand Equity. However, prior researches depict a mediating effect of Brand Image in between the relationship of Environment CSR activities and Brand Equity components (Qasim & Mohammad, 2017;Ramesh et al, 2019). After all, environmental conservation is a huge topic, and humans must preserve the environment, thereby associating the company with an image that speaks of being responsive towards the society's needs (Sen et al, 2006).…”

The moderating role of corporate reputation and employee-company identification on the work-related outcomes of job insecurity resulting from workforce localization policies

“…Similarly, Coombs & Holladay (2001), Dean, (2004), Jain & Maheswaran, (2000), and Watson (2007) also find that corporate reputation is important for organizational survival in times of crises, and in our case this means the negative effects of job insecurity caused by external government policy. As an emerging field, scholars have used different corporate reputation constructs to explain its importance for various stakeholders (Pires,& Trez, 2018), yet although a number of studies are available that examine the moderating role of corporate reputation in the context of customer behavior (Qasim et al, 2017;and Sridhar and Mehta, 2018) and other stakeholders (Ali et al, 2015), there is little literature available that specifically examines the moderating role of corporate reputation on the relationship between job insecurity and employees work-related outcomes.…”

The Moderating Effect of Brand Trust during COVID -19 Pandemic in the relationship between CSR practices and Brand Loyalty of Egyptian Commercial Banks

“…Concomitantly, the National Bank of Kuwait (NBK)-Egypt signed a Join Cooperation Protocol with the Dar Al Orman Charity Association to support poor Egyptian villages. It is worth noting that Qasim et al (2017) had concluded that the fulfilment of legal and ethical responsibilities plays a distinct role in improving a brand loyalty.…”