This research focuses on examining the impact of Corporate Social Responsibility (CSR) on brand loyalty and brand image, with a particular emphasis on the mediating role played by emotional brand attachment. As businesses recognize the importance of CSR initiatives in maintaining a positive brand reputation, this study seeks to investigate how CSR practices influence consumer perceptions and behaviors. By exploring the relationship between CSR, emotional brand attachment, brand loyalty, and brand image, this research aims to contribute to the existing body of knowledge in marketing and provide valuable insights for practitioners in managing and leveraging CSR efforts for enhanced brand outcomes.

1.1. Research Background:

Corporate social responsibility (CSR) has gained significant attention in recent years due to the increasing demand for ethical and socially responsible business practices. Consumers have become more conscious of the impact companies have on society and the environment, leading them to evaluate brands based on their CSR efforts. This trend has prompted organizations to incorporate CSR into their business strategies in order to enhance their brand image, increase brand loyalty, and build emotional connections with their target audience.

1.2. Research Problem:

Despite the growing recognition of the importance of CSR, there is a lack of comprehensive research exploring the specific link between CSR, brand loyalty, brand image, and emotional brand attachment. This research gap presents a problem as it hinders a thorough understanding of how CSR influences customer perceptions and behaviors. By addressing this gap, we can provide valuable insights for businesses to develop more effective CSR strategies to enhance brand loyalty and improve overall brand image.

1.3. Research Objectives:

The primary objective of this study is to examine the impact of CSR on brand loyalty and brand image, with a particular focus on the mediating role of emotional brand attachment. By achieving this objective, we aim to provide a deeper understanding of how CSR initiatives influence customer perceptions and behaviors, and how emotional brand attachment plays a role in mediating these relationships. Additionally, we seek to identify the key dimensions of CSR that have the most significant impact on brand loyalty and brand image.

1.4. Research Questions:

The research questions guiding this study are:

1) How does CSR impact brand loyalty?

2) How does CSR impact brand image?

3) What is the mediating role of emotional brand attachment in the relationship between CSR and brand loyalty?

4) What is the mediating role of emotional brand attachment in the relationship between CSR and brand image?