The Robustness of Corporate Social Responsibility and Brand Loyalty Relation: A Meta-Analytic Examination

Aljarah A., IBRAHIM B.

Journal of Promotion Management, cilt.26, sa.7, ss.1038-1072, 2020 (Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 26 Sayı: 7
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1080/10496491.2020.1746464
  • Dergi Adı: Journal of Promotion Management
  • Derginin Tarandığı İndeksler: Scopus, Academic Search Premier, IBZ Online, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index
  • Sayfa Sayıları: ss.1038-1072
  • Anahtar Kelimeler: Corporate social responsibility, culture, industry, loyalty, meta-analysis, meta-regression, methodology
  • İstanbul Ticaret Üniversitesi Adresli: Hayır

Özet

It is largely believed that genuine corporate efforts to embrace social responsibilities stimulate customers to respond positively to such corporations. However, empirical research about the robustness of corporate social responsibility (CSR) and brand loyalty (BL) yields inconsistent findings. Therefore, we aggregated the results of 43 citations consisting of 28495 observations by means of meta-analysis to examine the robustness of the CSR-BL relationship. The findings of our research revealed that the overall effect size of the CSR and brand loyalty relationship is positive and yields a medium effect size. Furthermore, such a relationship was moderated by several contextual factors. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies.