AN EMPIRICAL STUDY ON THE IMPACT OF CORPORATE DURATIVE PHILANTHROPY ON ITS REPUTATION AND CONSUMERS’ BRAND LOYALTY
Keywords:
corporate durative philanthropy, corporate reputation, consumers’ brand loyaltyAbstract
Philanthropy is the main form for enterprises to fulfill their social responsibility, and active and continuous charity activities can improve the enterprise’s image, reputation and efficiency. In order to explore whether corporate durative philanthropy affects consumers’ loyalty to corporate brand, this study used structural equation modeling in AMOS 21 to analyze the impact of corporate durative philanthropy on its reputation and consumer’s brand loyalty from consumers’ perspective. The results showed that corporate durative philanthropy enhanced corporate reputation and consumers’ brand loyalty, and durative charity enhanced corporate reputation and consumers’ loyalty to corporate brand. Corporate reputation played a mediating role between corporate durative philanthropy and consumers’ brand loyalty. These findings can promote enterprises to strengthen the continuity of charitable behavior in order to enhance consumers’ brand loyalty, and also promote enterprises to better undertake social responsibility.
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