Lu, Xiaoming, 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, 26 (3). pp. 251-260. ISSN 1086-1718
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18393 Article in Strategic Change on Customer Loyalty and CSR.pdf - Whole Document 906kB |
Item Type: | Article |
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Item Status: | Live Archive |
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 |
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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 |
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ID Code: | 18393 |
Deposited On: | 14 Aug 2015 13:33 |
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