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Corporate social responsibility, customer loyalty and brand positioning

Author

Listed:
  • Morteza Akbari
  • Maryam Mehrali
  • Nader SeyyedAmiri
  • Niloofar Rezaei
  • Afsaneh Pourjam

Abstract

Purpose - In the current era, businesses and customers are becoming increasingly concerned with social and environmental issues, and unlike the past, the main focus is not merely on economic growth. As new customers are getting more informed and responsible toward their surroundings, it is necessary for enterprises to act responsibly to attract responsible customers. Therefore, this paper aims to investigate the impact of corporate social responsibility (CSR) on brand positioning and customer loyalty in travel agencies in Tehran, Iran. Design/methodology/approach - Through quota sampling, 86 agencies are selected and a number of 200 customers of those travel agencies are surveyed by means of purposive sampling. Findings - The result reveals that CSR has a significant effect on loyalty of customers and brand positioning. In addition, the results indicate that all hypotheses have significant effects except for the C-C identification on customer loyalty. Practical implications - Tourism managers should bear in mind that performing CSR activities is not merely a cost burden but a viable strategy for creating competitive advantage. They should adapt their CSR activities to the industry environment. Originality/value - The study provides important evidence about CSR and their role in brand positioning and customer loyalty in tourism industry. In addition, the study contributes to the literature by developing the link between CSR and brand positioning.

Suggested Citation

  • Morteza Akbari & Maryam Mehrali & Nader SeyyedAmiri & Niloofar Rezaei & Afsaneh Pourjam, 2019. "Corporate social responsibility, customer loyalty and brand positioning," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 16(5), pages 671-689, July.
    • Handle: RePEc:eme:srjpps:srj-01-2019-0008
    DOI: 10.1108/SRJ-01-2019-0008
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    Citations

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    Cited by:

    1. Lovemore Chikazhe & Blessing Chigunha & Martin Dandira & Tendai Silvaziso Mandere & King Christopher Muchenje, 2020. "Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty," Business Management and Strategy, Macrothink Institute, vol. 11(1), pages 243-261, June.
    2. Arun Madanaguli & Shalini Srivastava & Alberto Ferraris & Amandeep Dhir, 2022. "Corporate social responsibility and sustainability in the tourism sector: A systematic literature review and future outlook," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 447-461, June.

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