A Research On Corporate Social Responsibility Behavior Corporate Reputation And Customer Loyalty

Since the beginning of the20th century, the concept of Corporate Social Responsibility was put forth by the extensive attention of the community. There are fierce discussions around what is Corporate Social Responsibility, if companies need to take social responsibility, whether taking Social Responsibility can enhance the corporate value and etc. With the development of economic globalization, and increasingly fierce competition between enterprises, people gradually became aware of that the simple pursuit of maximum profit can no longer be as the only goal of a corporation, enterprise should take all kinds of social responsibility that must be commitment actively to get its own foothold in such a fierce environment. To achieve business value and to enhance competitiveness in the international market, enterprise relies heavily on the consumers’support. As a result, how to retain their customers has become the focus of the attention of corporate managers and the majority of scholars. Corporate reputation is an important competitive advantage in the global competition, and is the intangible assets; good corporate reputation can enhance consumer trust in business, and increase consumer loyalty to the company. It can be seen that, there is a close link between corporate social responsibility, corporate reputation and customer loyalty.In order to explore the relationship between the three in theory, on the basis of finishing summary of existing research results at home and abroad, the theoretical model was built in this article, about the relationship between the corporate social responsibility as the independent variables, the customer loyalty as the dependent variable, and the corporate reputation as an intermediary variable. Recreational sports brands are taken as the objects of this study, relevant data was got through a questionnaire survey on consumers, factor analysis, correlation analysis, regression analysis and other statistical methods were used for data processing, at last the following conclusions were drawn:1. The relationship between corporate social responsibility behavior and corporate reputation:economic responsibility acts bring the performance of positive effects on cognitive reputation; legal-ethical responsibility behavior positively affects emotion reputation; corporate charitable behavior positively effects on cognitive reputation and emotional reputation.2. The relationship between corporate reputation and customer loyalty:corporate cognitive reputation and emotional reputation respectively bring positive impact on customer attitudinal loyalty and behavioral loyalty, which means corporate reputation positively impact on customer loyalty.3. The relationship between corporate social responsibility behavior and customer loyalty:corporate economic responsibility behavior positively affects attitudinal loyalty; corporate charitable behave a positive impact on behavioral loyalty.4. The corporate cognitive reputation acts as the intermediary role partly between the corporate social responsibility performance and customer loyalty.5. The mediating effect of the corporate emotion reputation between the behavior of corporate social responsibility performance and customer loyalty is not to be tested.The conclusions above enrich the existing corporate social responsibility marketing performance research, and may be help of developing more targeted social responsibility strategy for corporations. The downside is that some of the variable relationship assumption could not be verified, which may be related to the sample or may also be the relationship between structures in the variable. Follow-up study could be industry-wide, expanded on this basis and also can be further tapped the corporate social responsibility marketing performance measurement indicators to reconstruct the theoretical model.