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How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model

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  • N. Zhang

    (Cardiff University)

Abstract

Because of COVID-19 in the world, enterprises and consumers pay more and more attention to environmental protection, food safety and health issues. The purpose of this paper is to take China's food company as an example to study the impact of CSR on customer loyalty, mediating effects of company image and customer satisfaction, and moderating effects of COVID-19. The result shows that during COVID-19, company image and customer satisfaction have significant mediating effects, and COVID-19 positively moderate the impact of CSR on customer satisfaction.

Suggested Citation

  • N. Zhang, 2022. "How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model," International Journal of Corporate Social Responsibility, Springer, vol. 7(1), pages 1-10, December.
    • Handle: RePEc:spr:ijocsr:v:7:y:2022:i:1:d:10.1186_s40991-021-00068-4
    DOI: 10.1186/s40991-021-00068-4
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    References listed on IDEAS

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    1. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    2. Bae, Kee-Hong & El Ghoul, Sadok & Gong, Zhaoran (Jason) & Guedhami, Omrane, 2021. "Does CSR matter in times of crisis? Evidence from the COVID-19 pandemic," Journal of Corporate Finance, Elsevier, vol. 67(C).
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    6. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    7. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    8. Cindy Lombart & Didier Louis, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Post-Print hal-01027577, HAL.
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    Cited by:

    1. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    2. Chao-Chan Wu & Fei-Chun Cheng & Dong-Yu Sheh, 2023. "Exploring the factors affecting the implementation of corporate social responsibility from a strategic perspective," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    3. Yunho Ji & Won Seok Lee & Joonho Moon, 2023. "Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks," IJERPH, MDPI, vol. 20(3), pages 1-11, February.
    4. Didier Louis & Cindy Lombart, 2024. "Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 579-599, January.
    5. Leenshya GUNNOO, 2023. "Customer Behaviour towards Corporate Social Responsibility: A Study in the Banking Industry in Mauritius," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 78-88.

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