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@article{179617,
        author = {Mandeep Guleria and Dr. Jyoti Sondhi and Dr. Avinash Rana and Dr. Divya Rai and Mr. Hemant Kapoor},
        title = {STUDY OF THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND LOYALTY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {8687-8691},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=179617},
        abstract = {This study investigates the relationship between Corporate Social Responsibility (CSR) and brand loyalty, focusing on how CSR initiatives influence consumer trust, perception, and purchasing behaviour. In today’s competitive and ethically aware marketplace, consumers are increasingly supporting brands that demonstrate a strong commitment to social and environmental values. CSR, once considered a moral obligation, has evolved into a strategic business tool that shapes brand image and drives customer engagement. The research adopts a quantitative design using primary data collected from 60 respondents through a structured questionnaire based on a 5-point Likert scale. A convenience sampling method was used to gather responses from consumers who are aware of CSR initiatives. The study analyses how various CSR dimensions—such as ethical labour practices, environmental sustainability, transparency, and community involvement—impact consumer loyalty. Data was examined through descriptive statistics, correlation, and regression analysis. Findings reveal that CSR significantly influences brand loyalty. Respondents showed a strong preference for brands that are socially and environmentally responsible. Environmental responsibility was identified as the most influential CSR aspect, followed by philanthropic and ethical practices. CSR activities such as donating a portion of profits to social causes and supporting local community programs were highly favoured. Furthermore, the study found that demographics—particularly education level and occupation—play a key role in how CSR impacts consumer loyalty. Additionally, transparent communication of CSR efforts emerged as a crucial factor in strengthening consumer-brand relationships. Respondents indicated that brands should actively promote their CSR initiatives to build trust and long-term loyalty. Though some participants remained neutral, the overall trend highlights that CSR plays a vital role in shaping positive consumer perceptions and fostering repeat purchases. In conclusion, CSR is a powerful driver of brand loyalty in the modern market. Companies that integrate responsible practices into their core strategies and communicate them effectively are more likely to earn consumer trust, gain competitive advantage, and build sustainable brand loyalty. This research offers valuable insights for businesses seeking to align their operations with evolving consumer expectations and societal values.},
        keywords = {Corporate Social Responsibility (CSR), Brand Loyalty, Consumer Sustainable Branding, Customer Engagement, CSR Communication, Demographic Influence, Brand Image.},
        month = {May},
        }