The Impact of CSR Dimension on Brand Love, Brand Loyalty, WOM: Quantitative Research of Turkish Customers

ABSTRACT This study focusses on how corporate social responsibility (CSR) initiatives affect consumer engagement, with a particular focus on brand love (BLv), brand loyalty (BL), and both word‐of‐mouth (WOM) and electronic word‐of‐mouth (eWOM) communication. It seeks to uncover how a brand's dedication to ethical standards and social responsibility shapes consumers' emotional bonds with the brand, their purchasing habits, and their propensity to recommend the brand, both in person and online. By exploring these connections, the study intends to deliver important perspectives on the role of CSR in building strong, positive relationships between brands and their consumers. For this research, data from 399 online surveys conducted with hotel customers in Antalya was utilized. The conceptual framework was evaluated using structural equation modeling (SEM). The outcomes demonstrate that all dimensions of CSR significantly and directly influence BLv and BL. Additionally, the outcomes reveal that BLv and loyalty directly and significantly influence WOM and e‐WOM.