Resumen de The effect of corporate social responsibility on brand loyalty: : the mediating role of brand image

Yuanqiong Hea, Kin Keung Laib

• Corporate social responsibility (CSR) is regarded as a good strategic marketing tool and it has significant influence on consumers� behaviours. The purpose of this study is to explore the indirect effects of different dimensions of CSR on brand loyalty in a real business context. This study focuses on legal and ethical responsibilities as two dimensions of social responsibility. The empirical results indicate that consumers� perceived legal and ethical responsibilities of brands may improve brand loyalty through enhancing positive functional and symbolic images. Moreover, corporate legally responsible behaviour helps to enhance a more functional image perceived by consumers than a symbolic image, while ethically responsible action impacts a symbolic image more than a functional image. These results suggest firms should focus on key dimensions of social responsibility based on the expectations of consumers in their marketing programmes.