The impact of Corporate Social Responsibility on Brand Loyalty: Moderating effect of Brand Image and Consumer Characteristics

Abstract

The notion of corporate social responsibility (CSR) has been given significant consideration in the current times. Recently in order to seek competitive edge and gain lasting consumer loyalty firms incorporate CSR in their philosophy. Even though CSR has become much prevalent in established and urbanized countries developing markets such as Pakistan have reaped fewer prospective benefits. It has been found through extensive study and research that CSR influences consumer characteristics positively however the magnitude of its impact was yet uncertain. The underlying research examines the resonance and association between CSR and brand loyalty, along with the dependent and independent variables in relevance to CSR namely brand symbolic image and consumer characteristics in particular education. Overall this study focuses on and discovers the relationships between CSR and brand loyalty from the perspective of education. The research forms the basis for additional and advanced study while exploring implications and importance of CSR for an organization from consumer perspective affecting on brand loyalty which leads to resonance.