The Role of CSR Activities on Building Corporate Image and Customer Loyalty
Journal of International Trade & Commerce, Vol. 11, No. 6, pp. 67-91, December 2015
25 Pages Posted: 18 Jul 2017
Date Written: December 19, 2015
The purpose of this study is to explore the impact of corporate social responsibility (CSR) on corporate image and customer loyalty, in the light of CSR activities such as marketing communications, increasing corporate philanthropy, donations and sponsorship, and volunteering. Overall, the evidence suggests that CSR activities had a positive effect on corporate image and customer loyalty at both t1 and t2. Marketing communication activity and corporate philanthropy activity had a stronger influence on customer loyalty than other CSR activity at both times. The results of the study have important implications for managers who are responsible for improving corporate image or for building customer loyalty through CSR activities. Based on the study’s results, marketing communications activity was shown to be the most important factor than other factors in customer evaluations of company image and customer loyalty.
Keywords: Corporate Image, CSR, CSR Activities, Customer Loyalty, Multi-Group Analysis
JEL Classification: F19, F23, M31
Suggested Citation: Suggested Citation