THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY AND BRAND LOYALTY ON HONGXING ERKE SPORTING GOODS COMPANY

Abstract

The main research purpose of this paper is to take Hongxing Erke Sporting Goods Company as the research object, to explore the degree of influence of Corporate Social Responsibility on Brand Loyalty, and at the same time to ovide strategic suggestions for enterprises to improve their own Brand Loyalty. The research method of this paper adopts literature review method and questionnaire survey method, through summarizing the literature review at home and abroad, to derive the relationship between CSR, Brand Loyalty, and find out the influencing factors of the changes of the two, so as to form the questionnaire's items. Through the empirical research, the research model and hypothesis content were verified, and the relationship between the variables was analyzed. The results show that CSR has a positive effect on Brand Loyalty, mainly affecting consumers' behavioral and Attitude Loyalty. Accordingly, it can be concluded that companies can promote consumers' Brand Loyalty through social responsibility, i.e., companies can enhance consumers' behavioral and Attitude Loyalty to their brands by fulfilling their responsibilities related to consumers, protection of the environment and the community.