Impact of CSR on Brand Loyalty in Chinese Retail Companies

Running head: IMPACT OF CSR ON BRAND LOYALTY IN CHINESE RETAIL
COMPANIES
Impact of CSR on Brand Loyalty in Chinese Retail Companies
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1IMPACT OF CSR ON BRAND LOYALTY IN CHINESE RETAIL COMPANIES
Executive Summary
CSR activities of Chinese retail companies have positive effect on consumer behavior
encompassing loyalty as it positively influence consumers product attitude. From such
relationship it has been gathered that consumers those have confidence and trust on the
company’s products and services will tend to have loyalty towards the brand and they will also
find the CSR activates of the organization to contribute towards betterment of consumers.
Primary and secondary data will be collected for this research that will facilitate in gathering
most suitable data for analyzing the relationship between CSR and brand loyalty in Chinese retail
companies. The data gathered will be analyzed through employing reliable statistical methods
such as SPSS by means of which correlation and regression analysis will be carried out for
testing hypotheses.

2IMPACT OF CSR ON BRAND LOYALTY IN CHINESE RETAIL COMPANIES
Table of Contents
1. Introduction..................................................................................................................................3
1.1. Research Background and Significance...............................................................................3
1.2. Aim and Objectives..............................................................................................................3
1.3. Research Questions...............................................................................................................3
1.4. Research hypotheses:............................................................................................................4
2. Literature Review........................................................................................................................4
2.1. Concept of Corporate Social Responsibility.........................................................................4
2.2. Concept of Brand Loyalty....................................................................................................4
2.3. Impact of CSR on Brand Loyalty in Chinese Retail Companies..........................................5
3. Research Methodology................................................................................................................5
3.1. Research Approach and Philosophy.....................................................................................5
3.2. Research Design...................................................................................................................5
3.3. Data Collection Methods......................................................................................................6
3.4. Sampling and Sample Size...................................................................................................6
3.5. Data Analysis........................................................................................................................6
3.6. Research Limitations............................................................................................................7
3.7. Research Timeline................................................................................................................7
References........................................................................................................................................9

3IMPACT OF CSR ON BRAND LOYALTY IN CHINESE RETAIL COMPANIES