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All Journal Business Innovation Management and Entrepreneurship Journal
Banda, Hope Wilfred
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Decision Sciences, Operations Research & Management Energy

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CSR Feels Good, But Does It Work? From Affective Brand Image to Customer Loyalty Potu, Tania Monica; Banda, Hope Wilfred; Siahaya, Janice Carysa
Business Innovation Management and Entrepreneurship Journal Vol. 5 No. 01 (2026): APRIL
Publisher : University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/bimantara.v5i01.44404

Abstract

This study examines how Corporate Social Responsibility (CSR) influences customer satisfaction and customer loyalty through the mediating role of emotional brand image, addressing a short- and long-term perspectives in the fast-food industry. A hundred respondents from Jakarta who are familiar with CSR activities participated in a quantitative survey, and SPSS was used to analyze the results. The results show that CSR significantly improves emotional brand image (β = 0.668; sig = 0.000; Adj R² = 0.440), explaining 44% of the variation in brand image. However, consumer satisfaction is not substantially impacted by affective brand image (β = 0.127; sig = 0.111), indicating that short-term contentment cannot be driven only by emotional views. Conversely, consumer loyalty is strongly influenced by customer satisfaction (β = 0.477; sig = 0.000; Adj R² = 0.594), highlighting its importance for long-term outcomes. The study concludes that while CSR effectively builds emotional brand perceptions, companies must align these with actual service and product quality to achieve sustainable satisfaction and loyalty.
Co-Authors Potu, Tania Monica Siahaya, Janice Carysa