The effect of corporate social responsibility on brand loyalty: The mediating role of brand image

摘要

Corporate social responsibility (CSR) is a strategic marketing tool. However, different dimensions of CSR have varying importance on consumer behavior. The research work has tried to examine the indirect relationship between CSR and brand loyalty by introducing mediators, namely functional and symbolic images. The research context has been the consumers in the cosmetics industry of Hong Kong and the analysis has been done using path analysis and the results support the mediating role of brand images, including functional and symbolic images, between CSR and brand loyalty. (35 refs.)