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Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust

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  • Imran Khan
  • Mobin Fatma

Abstract

The study proposes a model that extends the corporate social responsibility (CSR) literature by bridging a gap concerning the mediating effect of brand experience and brand trust on CSR - brand loyalty linkage. A survey with 354 respondents around the shopping malls (in Delhi-the capital of India) with the consumers of fast moving consumer goods (FMCG) was conducted to test the hypothesis. Findings indicate that there is no direct impact of consumer perceived CSR on brand loyalty. The consumer perceived CSR influences the brand loyalty through the mediation of brand experience and brand trust. The indirect effect of CSR on brand loyalty through brand experience is stronger in comparison with the indirect effect through brand trust. Hence, this study emphasises that consumer perceived CSR alone is not sufficient to improve customers' loyalty toward the FMCG brands. FMCG brands need to create unique and memorable brand experiences to gain brand loyalty along with indulging in CSR activities.

Suggested Citation

  • Imran Khan & Mobin Fatma, 2019. "Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 17(4), pages 439-455.
    • Handle: RePEc:ids:ijbexc:v:17:y:2019:i:4:p:439-455
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    Citations

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    Cited by:

    1. Waris Ali & Yu Danni & Badar Latif & Rehana Kouser & Saleh Baqader, 2021. "Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    2. Sonia Kataria & Vinod Kumar Saini & Ajay Kumar Sharma & Renu Yadav & Harpuneet Kohli, 2021. "An integrative approach to the nexus of brand loyalty and corporate social responsibility," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 361-385, September.
    3. Naveed Ahmad & Asif Mahmood & Antonio Ariza-Montes & Heesup Han & Felipe Hernández-Perlines & Luis Araya-Castillo & Miklas Scholz, 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    4. Faheem Gul Gilal & Nisar Ahmed Channa & Naeem Gul Gilal & Rukhsana Gul Gilal & Zhenxing Gong & Na Zhang, 2020. "Corporate social responsibility and brand passion among consumers: Theory and evidence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2275-2285, September.
    5. Muhammad Usman Shah & Muhammad Farooq Jan, 2021. "Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan," SAGE Open, , vol. 11(4), pages 21582440211, December.
    6. Dianxi Zhang & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Naveed Ahmad & Heesup Han & Muhammad Safdar Sial, 2021. "Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis," IJERPH, MDPI, vol. 18(9), pages 1-14, April.
    7. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    8. Xiaodan Wu & Richard Amoasi, 2024. "The role of CSR in sustaining corporate brands in the global market: The perspective of telecommunication companies in Ghana," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 433-447, January.
    9. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.

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