THE IMPACT OF CORPORATE SOCIETAL MARKETING ON BRAND LOYALTY: AN EMPIRICAL ANALYSIS OF COCA COLA PAKISTAN

Abstract

It can be scholarly described that from the last two decades there is an admirable change in the behavior of customers about society. Today consumers are much desiderated about their needs and society. Considering this behavioral change of customer towards society the marketers should have to reflect significant precedence and importance for the society in all the marketing efforts. It will help them to figure their brand as heroic one for society and thus it will lead to brand loyalty. This study is conducted in the context of Pakistan. This article is a quantitative study of brand loyalty found in (Coca Cola) the global leading brand in the beverage industry. For example, Coke has been a partner with the Edhi Foundation for a fundraising campaign in Ramzan named "Bottle of Change". We will elaborate that the brand loyalty of Coke has increased by this corporate societal marketing campaign. The research states that societal marketing activities done by the firms at the local and domestic level have significant positive impact on its brand loyalty. This study suggests marketers that as an emerging economy (Pakistan) the firms who pay more attention to societal aspects to create brand loyalty are likely to be more successful in making higher profits through higher sales and premium prices. Conclusively brand loyalty through CSM is an effective and efficient way for firms in achieving their organizational goals in the long run.