CSR Impact on Brand Loyalty: Insights from Consumer Perceptions

Abstract

This research explores the intricate relationship between corporate ethics, social responsibility (CSR), brand association, and brand loyalty in the context of the dynamic Chinese market. Chinese consumers exhibit an increasing awareness of and enthusiasm for CSR initiatives, seeking information on ethical and social practices when making purchasing decisions. Strong brand association significantly influences brand loyalty, with consumers choosing brands that align with their values, including CSR values. The interplay between CSR and brand association is dynamic and positively impacts brand loyalty. The findings highlight the significance of aligning CSR initiatives with local values, effective storytelling, and consistency in CSR engagement for brands operating in China. Understanding generational dynamics and the unique dynamics in the Chinese market is crucial. Brands embracing CSR as a strategic necessity foster lasting brand loyalty in this consumer-driven market.