The impact of corporate social responsibility on customer loyalty: a case of Nike and Adidas in China

Lu, Xiaoming and Liu, Hoi Wan and Rahman, Mizan (2017) The impact of corporate social responsibility on customer loyalty: a case of Nike and Adidas in China. Strategic Change . ISSN 1086-1718

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Abstract

Corporate Social Responsibility (CSR) in China has been a central debate worldwide. This paper explores how two leading International sportswear companies operating in China are communicating their CSR initiatives to the Chinese customers. This study analyses customer’s degree of interest in CSR and other related attributes as well as their impact on developing customer’s loyalty about the company. The findings suggest strong impact of the CSR dimensions (e.g. workplace, marketplace and environment support) and other related attributes (e.g. price, product quality and uniqueness) on developing customer loyalty. The study has also identified the regional difference in relation to customer’s CSR perceptions and the likelihood of being influenced by the company’s CSR initiatives. The implications of this study are relevant to both of the international and Chinese local companies for strengthening their social responsibility associations with the customers.

Keywords:corporate social responsibility (CSR), customer loyalty, China
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N120 International Business studies
T Eastern, Asiatic, African, American and Australasian Languages, Literature and related subjects > T100 Chinese studies
Divisions:Lincoln International Business School
ID Code:18393
Deposited On:14 Aug 2015 13:33

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