The interplay between csr initiatives and customer loyalty in emerging markets: Focus on HCMC'S FMCG sector

Abstract

In order to investigate the impact of Corporate Social Responsibility (CSR) initiatives on Customer Loyalty, this study incorporates mediating variables: Brand Image, Brand Awareness, Customer Trust and a moderating variable named Corporate Ability. Using the proposed model, the research evaluates the relationships among these constructs to understand how CSR influences brand loyalty. The findings reveal that CSR initiatives strongly affect Customer Loyalty, followed closely by Customer Trust. CSR also significantly impacts Brand Awareness, although its direct influence on Customer Loyalty is less pronounced. Brand image, while positively influenced by CSR, emerged as a moderate driver of Customer Loyalty. Additionally, Customer Trust, despite being influenced by CSR, was found to have the least significant role in enhancing Customer Loyalty. These results highlight the multifaceted role of CSR in shaping brand-related outcomes, suggesting that businesses should strategically design their CSR programs to strengthen Customer Trust, Brand Awareness and Brand Image to foster long-term loyalty.