The Role of CSR Activities on Building Corporate Image and Customer Loyalty

Journal of International Trade & Commerce, Vol. 11, No. 6, pp. 67-91, December 2015

25 Pages Posted: 18 Jul 2017

See all articles by Dae-Hee Lee

Dae-Hee Lee

Seoul School of Integrated Sciences and Technologies, Students

Chang-Joong Kim

Dongyang University

Chang-Hyun Jin

Kyonggi University

Date Written: December 19, 2015

Abstract

The purpose of this study is to explore the impact of corporate social responsibility (CSR) on corporate image and customer loyalty, in the light of CSR activities such as marketing communications, increasing corporate philanthropy, donations and sponsorship, and volunteering. Overall, the evidence suggests that CSR activities had a positive effect on corporate image and customer loyalty at both t1 and t2. Marketing communication activity and corporate philanthropy activity had a stronger influence on customer loyalty than other CSR activity at both times. The results of the study have important implications for managers who are responsible for improving corporate image or for building customer loyalty through CSR activities. Based on the study’s results, marketing communications activity was shown to be the most important factor than other factors in customer evaluations of company image and customer loyalty.

Keywords: Corporate Image, CSR, CSR Activities, Customer Loyalty, Multi-Group Analysis

JEL Classification: F19, F23, M31

Suggested Citation

Lee, Dae-Hee and Kim, Chang-Joong and Jin, Chang-Hyun, The Role of CSR Activities on Building Corporate Image and Customer Loyalty (December 19, 2015). Journal of International Trade & Commerce, Vol. 11, No. 6, pp. 67-91, December 2015, Available at SSRN: https://ssrn.com/abstract=3000931

Dae-Hee Lee (Contact Author)

Seoul School of Integrated Sciences and Technologies, Students ( email )

Korea, Republic of (South Korea)

Chang-Joong Kim

Dongyang University ( email )

145 Dongyangdae-ro
Punggi-eup
Yeongju, Gyeongsangbuk-do 36040
Korea, Republic of (South Korea)

Chang-Hyun Jin

Kyonggi University ( email )

154-42 Gwanggyosan-ro, Iui-dong, Yeongtong-gu
Kyonggi-Do, Suwon 442-760
Korea, Republic of (South Korea)

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