The influence of implementing corporate social responsibility (Csr) on customer loyalty in the fashion industry

Abstract

Purpose - The purpose of this paper is to analyze the key dynamics that exert influence on customer loyalty in the fashion industry. Research scope/method - The research focuses on CSR in the Vietnamese fashion industry and targets individuals who have purchased clothing items in Ho Chi Minh City through an online survey using Google Forms. The study employs a quantitative approach, utilizing statistical analysis, online surveys, and secondary data sources to gather information. SPSS 25 software is used for data analysis, involving descriptive statistics, Cronbach’s alpha, and exploratory factor analysis, followed by Multiple Linear Regression to assess how independent variables influence the dependent variable. Findings - All CSR factors that have been analyzed have a positive impact on brand image and CCI, and thus, through the two intermediary factors of “Brand Image” and “CCI,” contribute to Customer Loyalty. Research limitations - The paragraph acknowledges several limitations in the research. It highlights a gender bias towards female participants and a limited age range of respondents. Additionally, it points out concerns about data collection through surveys, including potential mono-method bias and the absence of face-to-face interviews and focus groups, which may affect data reliability and respondent engagement. Research implications - This research provides a fresh perspective on CSR activities in the fashion industry in Vietnam, emphasizing the importance of brand factors and recognition through intermediate effects. It will contribute to the literature on CSR activities in building brand image, fostering loyalty, and thus suggesting implications for managing social activities.