Impact of Consumer Trust on Loyalty and Corporate Reputation Mediating Effect of Perceived CSR

Nadia Zubair Ahmed Khan, Aizza Anwar

Abstract


Corporate Social Responsibility (CSR) has increasingly attracting and flattering its importance more day by day in the world of leading business corporations. The following research study was conducted to verify the contact and an effect of the CSR related issues on consumer loyalty and also its rising interest in creating and building corporate reputation. Though many previous studies have discussed the effect of CSR on consumer loyalty but it was never enough for testing and discussing the effect on corporate reputation. A conceptual framework is developed to test the prediction of Perceived CSR towards the customers and the company that mediates the relationship between consumer trust and consumer loyalty in the chain stores of pharmaceutical context. The research at the similar time will repeat and check the relationship between consumer trust and consumer loyalty; also the relationship between consumer trust and corporate reputation. The generated results support the conceptual framework, apart from the mediating effect of the Perceived CSR towards Consumer Loyalty. Particularly it was noted that with Perceived CSR directing towards the company has a strong effect between Consumer Trust and Corporate Reputation than the Consumer Trust and Consumer Loyalty relationship.


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