Research On Corporate Social Responsibility And Brand Loyalty Based On Consumer Perspective

Fulfilling the CSR is the enterprise to repay the society, thanksgiving consumer action, will affect their reputation of brand. But the brand reputations influence brand loyalty in the certain extent. Then, three things are more likely to have a certain relationship. China’s enterprises to fulfill their social responsibility behavior often stand in the enterprise or the angle of the government. They are ambiguous on the consumer attention dimensions; do not know the influence degree to the enterprise brand loyalty by the specific responsibility. So, how to find an efficient way to affect the brand reputation, through the performance of corporate social responsibility, and improve the brand loyalty? In view of this, this paper attempts to explore the perspective of consumers, enterprises through the fulfillment of corporate social responsibility to improve their brand loyalty strategy.Based on a large number of relevant literatures at home and abroad, the relation of corporate social responsibility, brand reputation and brand loyalty, three, study on the basis of theory, the theory establishes the relationship model between the three, and put forward the hypothesis. In the daily life of consumers is often involved in mobile phone brand as the research object, design the questionnaire, using the factor analysis, correlation analysis and regression analysis method, empirical research. Through the analysis of the results of the consolidation, draw the following conclusions:(1) The brand loyalty can be divided into two dimensions: brand behavior loyalty, brand attitude loyalty. Brand reputation can be divided into three dimensions: customer satisfaction, brand attitude, brand image. The consumer perspective on the dimension of CSR are responsibility for consumers, legal responsibility, economic responsibility and corporate philanthropy responsibility, consumers rarely consider responsibility for the environment, employees.(2) Brand reputation plays a mediating role between CSR and brand loyalty. Corporate responsibility for consumers/environment/community has positive effect on brand loyalty through mediating role of brand reputation. Brand reputation has positive effect on attitude loyalty and behavior loyalty. Among them, corporate responsibility for consumers to contribute a lot to the brand reputation, consumer satisfaction contribute a lot to the brand loyalty, the degree of influence of each dimension of corporate social responsibility on the brand loyalty is basically the same, but the corporate responsibility for consumers on brand loyalty degree slightly larger contribution.(3) Finally, the summary of research results, and to put forward brand loyalty promotion strategy based on the social responsibility of the enterprise, such as the establishment of the social responsibility of the enterprise to enhance brand loyalty as the target concept; to build brand reputation as the intermediary brand loyalty promotion system etc... It hopes giving some enlightenment to the rapid development of China enterprises.