Impact of CSR on Brand Image
Author(s)
Dr. Masood Hassan , Saad Salman , Amema Rizwan , Zarak Nadeem Khan , Sabahat Bibi , Mahrukh Razzak ,
Download Full PDF Pages: 135-145 | Views: 241 | Downloads: 66 | DOI: 10.5281/zenodo.6910837
Abstract
In today’s world the curiosity towards corporate social responsibility (CSR) is growing day by day. In the light of the collected facts, this study signifies, how the corporate image, customer satisfaction, customer loyalty is influenced by the corporate social responsibility (CSR). The aim of this study is to determine the impact of corporate social responsibility on corporate image, customer satisfaction and customer loyalty in the Telecom sector of the Pakistan. The data has been collected primarily and for this 5-point Likert scale questionnaire was used. Data was collected from 220 respondents and it was found reliable for testing. The data was analyzed through SPSS software through the methods of descriptive statistics, regression and correlation analysis. The findings of this study showed that implementation of corporate social responsibility in the telecommunication industry has a significant and positive impact on the factors i.e., corporate image, customer satisfaction and customer loyalty. Thus, concluding that companies should actively take part in CSR activities to create a better the image of the firm, and customer satisfaction which may influence the buying intention of the consumers and it also help to motivate the consumers to become loyal with the brand.
Keywords
CSR, Brand Image, Customer Satisfaction
References
Adeniji, A. A., Osibanjo, A. O., Abiodun, A. J., & Oni-Ojo, E. E. (2015). Corporate image: A strategy for enhancing customer loyalty and profitability. Journal of South African Business Research, 1-12.
Al-Abdallah, G. M., & Ahmed, R. S. (2018). The impact of corporate social responsibility on customer loyalty in the Qatari telecommunication sector. Journal of Business and Retail Management Research, 13(01).
Alam, N., & Rubel, A. K. (2014). Impacts of corporate social responsibility on customer satisfaction in telecom industry of Bangladesh. ABC Journal Of Advanced Research, 3(2), 93-104.
Al-Ghamdi, S. A. A., & Badawi, N. S. (2019). Do corporate social responsibility activities enhance customer satisfaction and customer loyalty? Evidence from the Saudi banking sector. Cogent Business & Management, 6(1), 1662932.
Amsami, M., Ibrahim, S. B., & Abd Elsalam, A. H. (2020). Influence of corporate social responsibility actions on customer loyalty towards Nigerian retail banks within north eastern Nigeria. Asian Journal of Empirical Research, 10(2), 40-52.
Ashraf, S., Ilyas, R., Imtiaz, M., & Tahir, H. M. (2017). Impact of CSR on customer loyalty: putting customer trust, customer identification, customer satisfaction and customer commitment into equation-a study on the banking sector of Pakistan. International Journal of Multidisciplinary and Current Research, 5(5), 1362-1372.
Cherono, C. R., & Maende, C. Corporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limited.
Chung, K. H., Yu, J. E., Choi, M. G., & Shin, J. I. (2015). The effects of CSR on customer satisfaction and loyalty in China: the moderating role of corporate image. Journal of Economics, Business and Management, 3(5), 542-547.
Fan, J., Haq, S. H. I. U., Moeriera, A. G., & Virk, M. M. (2018). Impact of CSR dimensions on consumer satisfaction and brand loyalty in the formation of purchase intentions: Study from Pakistan livestock industry. Management, 8(2), 54-63.
Gürlek, M., Düzgün, E., & Uygur, S. M. (2017). How does corporate social responsibility create customer loyalty? The role of corporate image. Social Responsibility Journal.
Kavaliauskė, M., & Stancikas, A. (2014). The Importance of Corporate Social Responsibility in Lithuania's Finance and Telecommunication Industries. Procedia-Social and Behavioral Sciences, 110, 796-804.
Kim, M., Yin, X., & Lee, G. (2020). The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. International Journal of Hospitality Management, 88, 102520.
Kotler, P., & Lee, N. (2008). Corporate social responsibility: Doing the most good for your company and your cause. John Wiley & Sons.
Lee, C. Y. (2019). Does corporate social responsibility influence customer loyalty in the Taiwan insurance sector? The role of corporate image and customer satisfaction. Journal of Promotion Management, 25(1), 43-64.
Manfreda, K. L., Bosnjak, M., Berzelak, J., Haas, I., & Vehovar, V. (2008). Web surveys versus other survey modes: A meta-analysis comparing response rates. International journal of market research, 50(1), 79-104.
Miranda, I. T. P., Moletta, J., Pedroso, B., Pilatti, L. A., & Picinin, C. T. (2021). A review on green technology practices at BRICS countries: Brazil, Russia, India, China, and South Africa. Sage Open, 11(2), 21582440211013780.
Shabbir, M. S., Shariff, M. N. M., Yusof, M. S. B., Salman, R., & Hafeez, S. (2018). Corporate social responsibility and customer loyalty in Islamic banks of Pakistan: A mediating role of brand image. Academy of Accounting and Financial Studies Journal, 22, 1-6.
Weiss, N. A., & Weiss, C. A. (2017). Introductory statistics. London: Pearson.
Zaphiris, P., & Ioannou, A. (Eds.). (2020). Learning and Collaboration Technologies. Human and Technology Ecosystems: 7th International Conference, LCT 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings, Part II (Vol. 12206). Springer Nature.
Cite this Article: