How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?

Research Article
Open access

How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?

Shujin Cai 1* , Feixiang Ding 2
  • 1 Business Management, University of Bristol, Bristol, Bs81ts, United Kingdom    
  • 2 Department of art and media, Xianda College of Economic and Humanities, Shanghai In-ternational Studies University, Shanghai,200083, China    
  • *corresponding author Shujinlucky@163.com
Published on 23 April 2023 | https://doi.org/10.54254/2754-1169/5/20220113
AEMPS Vol.5
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-21-8
ISBN (Online): 978-1-915371-22-5

Abstract

As a result of the turbulent changes in the international environment, there was a trend toward economic change. In the mid-19th century, many small and medium-sized companies faced bankruptcy. It was, therefore, crucial for companies to build an accurate corporate social image to gain customer loy-alty and thus weather the storm and improve their brand. At the same time, more and more attention is being paid to international news, and therefore, this paper argues that corporate social responsibility affects customer loyalty. To further establish this hypothesis, this paper will hold a focus group to col-lect people's perceptions and then display the data in a bar table, representing the comparison of different views. Furthermore, the case studies of ERKE and Li Ning will further illustrate the importance of the social responsibility of brand image for companies. Finally, the findings reveal the relationship between brand image, social responsibility, and customer loyalty. Likewise, the results confirm the positive image of social responsibility of brand image for a company to influence customer loyalty. The study hints for company management to build a positive brand image.

Keywords:

customer loyalty, brand image, corporate social responsibility

Cai,S.;Ding,F. (2023). How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?. Advances in Economics, Management and Political Sciences,5,438-444.
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References

[1]. Whiteley & C. Richard, (1993). The Customer Driven Company. US: Basic Books(AZ), 88-128.

[2]. Mandhachitara, R & Y. Poolthong, (2011). A model of customer loyalty and corporate social responsibility. Journal of services marketing, 6(2), 12-23.

[3]. Lee, C. Y., (2018). Does Corporate Social Responsibility Influence Customer Loyalty in the Taiwan Insurance Sector? The Role of Corporate Image and Customer Satisfaction. Article in Journal of Promotion Management, 25(1),43-64.

[4]. Chaudhuri, A & M.B. Holbrook, (2001). The Chain of effects from brand trust and brand affect on brand performance: the role of brand loyalty. Journal of marketing, 65(2),81-93.

[5]. Jacob, J & R.W, Chestnut, (1978). A behavioral process approach to information acquisition in nondurable purchasing. Journal of marketing Research, 15(4), 532-544.

[6]. Smith, A., 1987. The Essential Adam Smith. US: WW Norton &Company, 287-294.

[7]. Vivenza, G., (2001). Adam Smith and the Classics: The Classical Heritage in Adams Smith’s Thought. London: Oxford University Press, 121-142.

[8]. Sen, S & C. Bhattacharya, (2001). Does doing good always lead to doing better? Consumer reaction to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.

[9]. Kramer, M. R & M. Porter, (2011). Creating shared value. Boston: MA.

[10]. Herzog, V & H. Fahimi, (1973). A new sensitive colorimetric assay for peroxidase using 3, 3’-diaminobenzidine as hydrogen donor. Analytical biochemistry, 55(2): 554-562.

[11]. Runyon, K. E & W. D. Stewart, (1987). Consumer behavior and the practice of marketing. US: Merrill Pub. 224.

[12]. Nguyen, N & G. Leblanc, (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services,8(4), 227-368.

[13]. Zhou, J., (2010). Corporate image and the value of it. Business Economy, 3(2), 86-88.

[14]. Lombart, C & D. Louis, (2014). A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer). Journal of retailing and consumer services, 21(4), 630-642.

[15]. Zhang, X. J., (2021). Who detonated hongxinerke?.Comments of Chinese Economy, 7(4),77.

Cite this article

Cai,S.;Ding,F. (2023). How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?. Advances in Economics, Management and Political Sciences,5,438-444.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1

ISBN：978-1-915371-21-8(Print) / 978-1-915371-22-5(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: http://www.icftba.org
Conference date: 16 December 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.5
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Whiteley & C. Richard, (1993). The Customer Driven Company. US: Basic Books(AZ), 88-128.

[2]. Mandhachitara, R & Y. Poolthong, (2011). A model of customer loyalty and corporate social responsibility. Journal of services marketing, 6(2), 12-23.

[3]. Lee, C. Y., (2018). Does Corporate Social Responsibility Influence Customer Loyalty in the Taiwan Insurance Sector? The Role of Corporate Image and Customer Satisfaction. Article in Journal of Promotion Management, 25(1),43-64.

[4]. Chaudhuri, A & M.B. Holbrook, (2001). The Chain of effects from brand trust and brand affect on brand performance: the role of brand loyalty. Journal of marketing, 65(2),81-93.

[5]. Jacob, J & R.W, Chestnut, (1978). A behavioral process approach to information acquisition in nondurable purchasing. Journal of marketing Research, 15(4), 532-544.

[6]. Smith, A., 1987. The Essential Adam Smith. US: WW Norton &Company, 287-294.

[7]. Vivenza, G., (2001). Adam Smith and the Classics: The Classical Heritage in Adams Smith’s Thought. London: Oxford University Press, 121-142.

[8]. Sen, S & C. Bhattacharya, (2001). Does doing good always lead to doing better? Consumer reaction to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.

[9]. Kramer, M. R & M. Porter, (2011). Creating shared value. Boston: MA.

[10]. Herzog, V & H. Fahimi, (1973). A new sensitive colorimetric assay for peroxidase using 3, 3’-diaminobenzidine as hydrogen donor. Analytical biochemistry, 55(2): 554-562.

[11]. Runyon, K. E & W. D. Stewart, (1987). Consumer behavior and the practice of marketing. US: Merrill Pub. 224.

[12]. Nguyen, N & G. Leblanc, (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services,8(4), 227-368.

[13]. Zhou, J., (2010). Corporate image and the value of it. Business Economy, 3(2), 86-88.

[14]. Lombart, C & D. Louis, (2014). A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer). Journal of retailing and consumer services, 21(4), 630-642.

[15]. Zhang, X. J., (2021). Who detonated hongxinerke?.Comments of Chinese Economy, 7(4),77.

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