| dc.description.abstract | With the specific case is Vinamilk Corporation, one of the leaders in diary
market of Vietnam as well as Asia, the research try to find the impact of CSR on brand
image and customer brand loyalty. Through quantitative method with paper structured
questionnaires directly sent to 422 customers of Vinamilk, the results showed that there is
a positive relationship between CSR factors, which are economic CSR, ethical CSR,
philanthropy CSR, and ethical in marketing, with brand image and brand loyalty.
Besides, the research proved that factors of economic CSR, ethics CSR, ethical marketing
affect indirectly to customer brand loyalty through brand image. The CSR factors of
philanthropic CSR, ethics CSR, ethical marketing, and brand image affect directly to
customer brand loyalty. Therefore, when this corporation focuses social responsibility,
especially, ethical responsibility, their brand image will be enhanced in the market
associate with the increase in customer brand loyalty.
By indicated small benefits that CSR can bring for society as well as
enterprise, the research tried to contribute in changing the perception about CSR for
Vietnamese enterprises. Finally, the research also provided some recommendations to
help enterprises can exploit the benefits for them from CSR activities.
Key terms: Corporate Social Responsibility (CSR), Economic CSR, Legal CSR, Ethical
CSR, Philanthropy CSR, ethical marketing. | en_US |
