The Loyalty Connection: How Corporate Social Responsibility Shapes Brand Affection

Abstract

This study explores the impact of Corporate Social Responsibility (CSR) initiatives on consumer brand loyalty in the fast-moving consumer goods (FMCG) sector. As consumers become increasingly aware of social and environmental issues, companies are compelled to adopt CSR strategies to enhance their brand image. This research employs a survey-based methodology, analyzing consumer perceptions and purchasing behaviors in relation to CSR activities. Results indicate a positive correlation between perceived CSR efforts and brand loyalty, particularly among younger consumers. The study highlights the importance of transparency and authenticity in CSR initiatives, as consumers are more likely to remain loyal to brands that demonstrate genuine commitment to social causes. Recommendations for businesses include integrating CSR into their core strategies and effectively communicating their efforts to consumers. This research contributes to the understanding of how ethical practices can drive consumer engagement and loyalty in competitive markets.