The Role of Brand Equity in the Effects of Corporate Social Responsibility on Consumer Loyalty
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Date
2010-04
Authors
Almohammad·, Asaad
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Abstract
Based on the assumption that consumers are demanding more out of organizations than
high quality products or services with a low price, business firms seek for other criteria
to enhance their consumers' loyalty. The adoption of the social identity theory shed the
light on how practicing corporate social responsibility (CSR), will lead to more
identification for the firm by enhancing its identity attractiveness. Moreover, the study
showed that CSR initiatives influence brand equity which plays a crucial role on
consumer loyalty.
The purpose of the quantitative research study was to investigate the relationship
between corporate social responsibility CSR and consumer loyalty. A purposive
sampling strategy was used to survey Nestle Malaysia consumers. Approximately 350 of
Nestle Malaysia consumers located in Penang were selected based on purposive
sampling approach. The data supported the hypotheses which proved that CSR plays a
significant role in enhancing the consumers' loyalty and consumers view on corporate
social responsibility as an important factor of their loyalty to the business firms. The
results of this study revealed that good corporate social responsibility is not only good
for society but also provides companies with a competitive advantage by acquiring loyal
consumers in their marketplace.
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Keywords
Effects , Responsibility