CORPORATE SOCIAL RESPONSIBILITY AS A FUNCTION OF BRAND LOYALTY: INPUT TO AN ENHANCED COMMUNITY DEVELOPMENT STRATEGY THROUGH SOCIO-CIVIC ENGAGEMENTS

Abstract

The study determined the relationship between Corporate Social Responsibility (CSR) and Brand Loyalty among 318 CSR beneficiaries of the Development Bank of the Philippines (DBP) who were randomly selected through stratified random sampling. Results of the descriptive analysis revealed that the DBP CSR beneficiaries had very high observation of Philanthropic CSR and Ethical CSR, as well as very high devotion to the Bank, in terms of Cognitive, Affective, Conative, and Action Loyalty. Fundamentally, the correlation analysis established that CSR had a significant and positive relationship with Brand Loyalty. Meanwhile, findings for the one-way analysis of variance in Brand Loyalty in terms program of engagement revealed that the DBP RISE beneficiaries had statistically higher Brand Loyalty. Lastly, the same analysis applied in terms of geographical location revealed that the all DBP CSR beneficiaries, regardless if they were from Luzon, Visayas or Mindanao, had statistically equal Brand Loyalty. In line with the foregoing findings, the current study put forward the reconstitution of the DBP CSR program for education as the primary recommendation. Parenthetically, the development of new marketing plan and materials, improvement of personal banking products and services, and continuation of the CSR program network were also among the propositions presented. KEYWORDS – Brand Loyalty, Corporate Social Responsibility, Development Banking