Corporate Social Responsibility and Brand Loyalty: Evidence from the Retail Sector

Authors

  • Prof. Jonathan Parker Faculty of Management, London Business School, UK

Keywords:

Corporate social responsibility, brand loyalty, consumer behavior, retail management, sustainability

Abstract

This paper examines the impact of corporate social responsibility (CSR) initiatives on brand loyalty in the retail industry. Using survey data from 2,000 consumers in the United States, UK, and India, the research demonstrates that CSR efforts—particularly environmental sustainability and community development—significantly enhance customer trust, purchase intention, and long-term loyalty. Strategic implications for managers and brand developers are discussed.

Published

31-12-2015

How to Cite

Prof. Jonathan Parker. “Corporate Social Responsibility and Brand Loyalty: Evidence from the Retail Sector”. The Sankalpa: International Journal of Management Decisions, vol. 1, no. 2, Dec. 2015, pp. 51-70, https://www.thesankalpa.org/ijmd/article/view/11.

Issue

Vol. 1 No. 2 (2015): July - December 2015

Section

Original Articles

License

Copyright (c) 2015 The Sankalpa: International Journal of Management Decisions

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.