Linking Corporate Social Responsibility and Brand Loyalty: A Conceptual Study

Corporate social responsibility is considered to have a significant impact on consumer behavior. The current study aims to develop a model to extend the literature by examining the association between corporate social responsibility (CSR) and brand loyalty. A number of literatures were reviewed to find out the relationship between corporate social responsibility (CSR) and brand loyalty. This preliminary study is done to get a clear picture of the relationships before the author conduct a fieldwork study on the topic. This conceptual paper finds that CSR is positively linked with brand loyalty. The result of present research is hoped to provide a clear suggestion to corporations to focus on CSR based on the needs of consumers.