Examining the Impact of Corporate Social Responsibility on Brand Loyalty in Emerging Markets
DOI:
https://doi.org/10.61132/ijema.v1i1.317Keywords:
Corporate Social Responsibility, brand loyalty, emerging markets, consumer perceptions, trust, socially conscious consumersAbstract
This paper explores the role of Corporate Social Responsibility (CSR) in building brand loyalty among consumers in emerging markets. Using case studies from companies in Latin America and Southeast Asia, the research analyzes how CSR initiatives influence consumer perceptions, trust, and loyalty. The study finds that effective CSR programs can enhance brand loyalty, particularly among socially conscious consumers, providing valuable insights for companies operating in emerging economies.
Downloads
References
Aaker, D. A. (1997). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.
Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
Carroll, A. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business & Society, 38(3), 268-295.
Gaur, S. S., & Gupta, A. (2010). The role of corporate social responsibility in brand loyalty: Evidence from the Indian market. Global Business Review, 11(2), 223-236.
Hsu, S. H., & Li, M. (2017). The impact of corporate social responsibility on brand loyalty: A case study of consumers in Taiwan. Journal of Global Marketing, 30(4), 215-226.
Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis. International Journal of Advertising, 23(3), 1-21.
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19.
Nguyen, T. N., & Benbasat, I. (2005). Influence of consumer trust on corporate reputation and brand loyalty: Evidence from Vietnam. Journal of Business Research, 58(4), 535-543.
Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Porter, M. E., & Kramer, M. R. (2006). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Terblanche, N. S. (2010). The influence of corporate social responsibility on brand loyalty in the consumer goods sector. South African Journal of Business Management, 41(3), 37-47.
Wang, J., & Chaudhry, A. (2017). Corporate social responsibility and brand loyalty in the fashion industry. Journal of Fashion Marketing and Management, 21(3), 403-419.
Wok, S. H., & Cheong, L. Y. (2018). Corporate social responsibility: A mechanism to enhance brand loyalty in emerging markets. International Journal of Asian Social Science, 8(3), 176-188.
Zameer, H., & Niazi, G. S. K. (2015). The impact of corporate social responsibility on brand loyalty: The mediating role of customer satisfaction. Asian Journal of Business and Management, 3(2), 23-34.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 International Journal of Economics, Management and Accounting
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
