Effect of CSR on Customer Loyalty: Moderating Effect of Authenticity

Abstract

Corporate social responsibility (CSR) issues have received attention of consumer, communities and policy makert due to importance of CSR. The purpose of this paper is to investigate the effects of CSR (ethical, environmental and well-being CSR) on customer loyalty through brand image and customer trust as well as moderating effect of authenticity. The study proposes that CSR has a positive impact on brand image and customer trust, which influence customer loyalty as well. In addition, the result shows that the moderating effect of authenticity is sinificant. Therefore, this study highlights the importance of managing CSR for corporate that intends to enhance customer loyalty. Fast food firms must consider how authentic CSR activities in connection with corporate goal are effective and strategic in the era of rising share value.