The Impact Of Coporate Social Responsibility On Consumer Behaviral Loyalty : Case Study Of The Beverage Industry In Viet Nam

Abstract

Recently, CSR has been important to manage ethical corporation and strong connection between brands and consumers. However, in Vietnam, there are some scandals for negative CSR especially in beverage brands that influenced negatively on consumer behavior and loyalty with beverage brands. Therefore, examining the effect of corporate social responsibility (CSR) on brand image and consumer trust in Vietnamese beverage brands s the first objective for this study, and examines the effect of brand image and consumer trust on behavioral loyalty in Vietnamese beverage brands is also second objective for this evidence. Based on quantitative research method and snowball non probability sampling, exactly 258 HCMC consumers that had knowledge or used products for beverage brands participated in this evidence. According to SPSS and AMOS analysis, firstly, for the relationship between CSR factors and consumer trust, only CSR consumer does not have significant relationship with consumer trust, and CSR employees and CSR society have significant positive relationship with consumer trust. Secondly, for the relationship between CSR factors and brand image, only CSR employees do not have a significant relationship with brand image, and CSR consumers and CSR society have a significant positive relationship with brand image. And finally, consumer trust and brand image have significant positive effects on behavioral loyalty.