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http://dx.doi.org/10.13106/jafeb.2022.vol9.no6.0159

Impacts of Corporate Social Responsibility and Authenticity on Brand Loyalty: Evidence from the Chain Coffee Shop Industry in Vietnam  

MAI, Thi Cam Tu (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
NGUYEN, Hong Son (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
PHAN, Nguyen Ngoc Diem (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
LE, Minh Hang (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
LUU, Phuong Khanh (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
NGUYEN, Thi Thu Thao (Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
NGUYEN, Thi Thu Trang (Faculty of Economic Law, University of Economics and Law, Vietnam National University Ho Chi Minh City (VNU-HCM))
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.6, 2022 , pp. 159-173 More about this Journal
Abstract
This study examines the impact of CSR and its authenticity on customer loyalty through the brand image in the chain coffee shop industry. Using qualitative and quantitative methods, 601 survey questionnaires were distributed, of which 491 were analyzed. The results show that CSR has a positive impact on brand image and customer loyalty. In addition, authenticity does not moderate the impact of CSR on brand image and loyalty, as it is difficult for customers to verify the authenticity of CSR action programs. This study emphasizes the importance of CSR action programs and authenticity for businesses to sustainably enhance their distinctive brand image and customer loyalty. Therefore, for sustainable development in the future, managers of coffee shop chains need to focus on the following issues. First, the most important thing is the right awareness of businesses regarding CSR and CSR authenticity. Third, businesses should strengthen the transparency of CSR action programs in various media so that consumers can easily verify authenticity, to increase brand image and improve customer loyalty.
Keywords
Corporate Social Responsibility; Authenticity; Brand Loyalty; Chain Coffee Shop Industry;
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Times Cited By KSCI : 3  (Citation Analysis)
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