The impact of corporate social responsibility on customer loyalty: A case for two global corporations in China

Lu, Xiaoming; Liu, Hoi Wan; Rahman, Mizan

Abstract

Corporate social responsibility (CSR) initiatives have differential impact on developing customer loyalty in the context of two leading international sportswear companies operating in China. Academic interest in CSR in China has grown over the years. The findings suggest a relatively strong impact of CSR dimensions (e.g., workplace, marketplace, and environment support) and other related attributes (e.g., price, product quality, and uniqueness) on developing customer loyalty in China. There are regional differences in China in relation to customers’ CSR perceptions and the likelihood of being influenced by a company’s CSR initiatives.

Citation

Lu, X., Liu, H. W., & Rahman, M. (2017). The impact of corporate social responsibility on customer loyalty: A case for two global corporations in China. Strategic Change, 26(3), 251-260. https://doi.org/10.1002/jsc.2126

• Journal Article Type: Article
• Acceptance Date: Apr 2, 2016
• Online Publication Date: May 16, 2017
• Publication Date: May 16, 2017
• Deposit Date: Jun 4, 2018
• Publicly Available Date: May 17, 2019
• Journal: Strategic Change
• Print ISSN: 1086-1718
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 26
• Issue: 3
• Pages: 251-260
• DOI: https://doi.org/10.1002/jsc.2126
• Keywords: Corporate social responsibility (CSR), customer loyalty, China, brands,
• Public URL: http://researchrepository.napier.ac.uk/Output/1195598