An Analysis of the Correlation between CSR Practices and Brand Loyalty Based on Consumer Perceptions

Abstract

Amidst intensifying global competition, corporate social responsibility (CSR) practices have become not only a moral imperative but also a core strategy for shaping brand image and maintaining consumer relationships. This study examines consumer perceptions of corporate CSR activities and explores the inherent connection between these perceptions and brand loyalty. Integrating social identity, stakeholder engagement, and customer satisfaction theories, we construct a "perceived CSR → corporate identity/customer satisfaction → brand loyalty" model. Using questionnaire data from consumers across multiple industries in a specific region, we employ structural equation modeling (SEM) and hierarchical regression analysis to empirically reveal the underlying mechanisms. The results indicate that consumers' positive perceptions of a company's CSR practices significantly enhance their identification with and satisfaction with the company's identity, thereby positively promoting affective and behavioral loyalty. The study also reveals the moderating role of consumer characteristics and the transparency of corporate CSR communication in this process. The significance of this study lies in providing empirical evidence and theoretical guidance for companies to design more precise CSR strategies that are more receptive to consumer recognition and translate into loyalty, highlighting the importance of implementing CSR from a consumer perception perspective.