How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?

Abstract

As a result of the turbulent changes in the international environment, there was a trend toward economic change. In the mid-19th century, many small and medium-sized companies faced bankruptcy. It was, therefore, crucial for companies to build an accurate corporate social image to gain customer loy-alty and thus weather the storm and improve their brand. At the same time, more and more attention is being paid to international news, and therefore, this paper argues that corporate social responsibility affects customer loyalty. To further establish this hypothesis, this paper will hold a focus group to col-lect people's perceptions and then display the data in a bar table, representing the comparison of different views. Furthermore, the case studies of ERKE and Li Ning will further illustrate the importance of the social responsibility of brand image for companies. Finally, the findings reveal the relationship between brand image, social responsibility, and customer loyalty. Likewise, the results confirm the positive image of social responsibility of brand image for a company to influence customer loyalty. The study hints for company management to build a positive brand image.