In order toverify the relationship between CSR and customer loyalty, this paper takes brand trust as an intermediary variable and makes factor analysis, reliability,validity testing, and regression analysis which arebased on the survey of dairy consumersin some areasof Jiangsu. The empirical result demonstrates that there exists a significant positive correlation among CSR, customer loyalty and brand trust, and brand trust also plays an intermediary role in the relationship between CSR and customer loyalty. Therefore, the enterprises should focus on buildingupbrand trust andloyalty when they fulfilltheir CSR actively and also pay more attention toconsumers'brandperceptionandevaluation.
Key words
corporate social responsibility (CSR) /
brand trust /
customer loyalty
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
References
[1] 李华燊,等.浙江省中小企业社会责任调查报告[J].管理世界,2011(9):1-6.
[2] 黄群慧,等.中国100强企业社会责任发展状况评价[J].中国工业经济,2009(10):23-35.
[3] Friedman M.The Social Responsibility of Business is to In-crease its profit[J].New York Times Magazine, 1970,Vo.l13, 122-126.
[4] Vance S C.Are Socially Responsible Corporations Good In-vestment Risks?[J].Management Review,1975,Vo.l 64(8):19-24.
[5] Carroll A B. and Hatfield JD.An Empirical Examination of the Relationship Between Corporate Social Responsibility and Profitability[J].Academy of Management Journal 1985, Vo.l 28(2):446-463.
[6] Freeman R E.Strategic Management:A Stakeholder Approach[M].Boston: Pitman,1984.
[7] Cornell B. and Shapiro A C.Corporate Stakeholders and Cor-porate Finance[J].Financial Management, 1987, Vol 16(1):5-14.
[8] Preston L E. and O'Bannon D P.The Corporate Social-Fi-nancial Performance Relationship[J].Business& Society,1997,Vol 36(4):419-429.
[9] Porter M E, Kramer M R.Strategy and society:The link between competitive advantage and corporate social responsibility[J].Harvard Business Review,2006,84(12):78-92.
[10] Carrigan, Marylyn and Ahmad Attalla. The Myth of the Ethical Consumer - Do Ethics Matter in Purchase Behavior[J].Journal of Consumer Marketing, 2001,(7).
[11] Maignan, Isabelle and O. C. Ferrell. Corporate Citizenship as a Marketing Instrument- Concepts, Evidence and Research Directions[J].European Journal of Marketing, 2001, (3/4).
[12] Verschoor,Cuitis C. Consumers Consider the Importance of Corporate Social Responsibility[J].Strategic Finance, 2006,(2).
[13] Tom J. Brown and Peter A. Dacin, The company and the product: corporate associations and consumer product responses[J].Journal of Marketing(1997)(1):68–85.
[14] Sen, Sankar,and C.B.Bhattacharya. Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility[J].Journal of Marketing Research,2001,(2).
[15] Mohr, L A. and Webb D J. The Effects of Corporate Social Responsibility and Price on Consumer Responses[J].Journal of Consumer Affairs,2005(3):38–45.
[16] Longinos Marin,Salvador Ruiz,Alicia Rubio. The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior[J]. Journal of Business Ethics(2009)84:65-78.
[17] 金立印.企业社会责任运动测评指标体系实证研究—消费者视角[J].中国工业经济,2006(6):114-120.
[18] 周祖城,张漪杰.企业社会责任相对水平与消费者购买意向关系的实证研究[J].中国工业经济,2007(9):111-118.
[19] 魏农建,唐久益.基于企业社会责任的顾客满意实证研究[J].上海大学学报(社会科学版),2009(3):106-120.
[20] 张广玲,付祥伟,熊啸.企业社会责任对消费者购买意愿的影响机制研究[J].武汉大学学报(哲学社会科学版),2010(2):244-248.
[21] 何小洲,刘晖.消费者的企业社会责任认知研究[J].财经问题研究,2011(8):11-16.
[22] 刘凤军,等.企业社会责任与品牌影响力关系的实证研究[J].中国软科学,2012(1):116-132.
[23] 马明峰.品牌信任、品牌可信度与品牌忠诚关系的实证研究[J].经济管理,2006(11):55-58.
[24] 袁登华,罗嗣明,李游.品牌信任结构及其测量研究[J].心理学探新,2007(3):33-36.
