The Positive Impact Of CSR Activities On Brand Loyalty

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CHAPTER 1: INTRODUCTION
Businesses owe a lot to their stakeholders either it is in the form of financial benefit or in the form contribution to the environment. Company’s major stakeholders are its customers and that’s why they are always in search for ways to retain these stakeholders and gain their loyalty, companies can opt for using CSR Initiatives as a way to retain its customer base, but it needs to be determine whether CSR initiatives has any effect on the a customer’s brand loyalty, If yes then which activities bring more positive effects on a customer’s mind than others. Companies have realized how important is for them to engage in social activities by keeping in view the recent environmental and legal changes.
The concept of CSR (Corporate Social Responsibility) is not new in the business world it has been the minds of corporate personnel since early 1960’s however it gained popularity in the era of 2000. CSR activities are divided into four broad categories …show more content…

H2: There is a Significant Positive effect of Legal CSR activities on brand loyalty.
H3: There is a Significant Positive effect of Ethical CSR activities on brand loyalty.
H4: There is a Significant Positive effect of Philanthropic CSR activities on brand loyalty.
CHAPTER 2: LITERATURE REVIEW
He and Lai 2014 carried out a research about responses that a company get in return of contributions to the social activities, only taking into consideration the legal and ethical dimensions for Cosmetic Industry. For getting responses, Mall Intercept procedure was used and trained graduate students got the questionnaires filled in by the 280 appropriate respondents. Based on the research results, they suggested that, CSR activities should become an integral part of the marketing programs keeping in mind the customer’s expectations about an organization’s social responsiveness and can also be used as a strategic marketing

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