The Impact of perceived corporate social responsibility on consumer loyalty: using corporate image and customer trust as mediators

Purpose- Social responsibility could vary between economic, legal, ethical, and philanthropic responsibilities. However, understanding how people perceive CSR is an important aspect, particularly for managers. Thus, this research sheds light on this aspect by considering its impact on consumer loyalty through trust and corporate image. Methodology- The researcher considered the quantitative method to instigate the study hypotheses, and the data was collected via questionnaires. The sample size included 410 respondents from company X consumers. The author used Structural Equation Model (SEM) to analyze the gathered data through Amos software. Findings- The results and findings of the study showed that consumer loyalty towards the company brands is not affected by their perception of the social responsibility the company performs. However, the findings also supported the positive relationship that connects perceived CSR and image, perceived CSR and consumer trust, corporate image and consumer loyalty, and consumer trust and consumer loyalty. Additionally, the research confirms the positive effects of the mediating variables (consumer trust and corporate image). Conclusion- Corporate social responsibility has occupied a distinguished place in business strategies due to the significance that lies behind the advantages it brings to companies. It could be concluded from this study that it is important to consider trust and corporate image while doing social activities to increase consumer loyalty.