Beyond Yield: Determining the Effect of CSR on Brand Loyalty and User Trust

ABSTRACT
This research is a qualitative analysis of the effects of CSR on customer trust and brand loyalty. The mission of this study is to provide insight on how CSR programs impact consumers’ perceptions and behaviors towards businesses when the world is becoming more aware of, and demanding, ethical company behavior. The three authors studied human stories, encounters, and insights related to CSR activities and concepts of authenticity through conversations with customers from multiple sectors . This study utilizes theme analysis to identify the many ways that CSR activities create or hinder brand attachment within consumers. Vincer and Kraft-Onay stressed that customer trust and brand loyalty increase when firms diligently work to enhance society and are transparent regarding their CSR actions. Conversely, when firms do superficial CSR work or when companies act hypocritically or do the minimum CSR work possible, clients may become skeptical or damage their relationships with firms. Therefore, this work recasts marketing by illustrating the importance of CSR as a component way of life to building long-term relationships with consumers.