Analysis of the CSR and Brand Loyalty in Chinese Context

DOI

10.2991/978-2-38476-259-0_9How to use a DOI?

Keywords

Corporate Social Responsibility; Attitudinal Loyalty; Behavioural Loyalty; Brand Awareness; Brand Value; Mediation Effects; Logistic Regression

Abstract

Research in brand loyalty has long recognised the importance of engaging with Corporate Social Responsibility (CSR) initiatives. Existing research on CSR and brand loyalty mostly superficially focuses on behavioural loyalty without recognising attitudinal loyalty. In addition, the investigation of how brand awareness and value mediate the relationship has yet to be identified. This paper suggests that CSR is a key factor in accelerating the formation of attitudinal and behavioural loyalty with mediation effects of brand awareness and brand value. This research highlights the mediation effect of brand awareness on behavioural loyalty and the mediation effect of brand value on both attitudinal and behavioural loyalty. Theoretical contribution, managerial contribution, and limitations are also discussed.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Lixuan Wei
PY  - 2024
DA  - 2024/06/21
TI  - Analysis of the CSR and Brand Loyalty in Chinese Context
BT  - Proceedings of the 2024 3rd International Conference on Social Sciences and Humanities and Arts (SSHA 2024)
PB  - Atlantis Press
SP  - 63
EP  - 75
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-259-0_9
DO  - 10.2991/978-2-38476-259-0_9
ID  - Wei2024
ER  -