Empirical investigation of the linkage between corporate social responsibility, corporate image and customer loyalty among Chinese dairy consumers

In the current competitive climate, pursuing profit is the essence of firms. Research has shown that corporate social responsibility (CSR) and corporate image (CI) often have a positive influence on customer’s repurchase intention. It is also proven that customer loyalty can enhance firm’s profitability and contribute to performance growth. Many existing studies have developed the theoretical framework showing the effects of CSR on firm’s development. Although, most of these studies are written from firm’s perspective, in China people have started paying more and more attention to companies fulfilling social responsibilities. However, a number of unethical practices have raised serious issues on firm’s practices in China and show that many Chinese companies have failed to fulfill CSR promises which are essential to build good corporate image. This study, therefore, proposes to empirically investigate the relationship between consumers perceived CSR, CI and CL among Chinese dairy food customers.