FROM CSR PROGRAM TO BRAND LOYALTY: SERIAL MEDIATION OF BRAND LEGITIMACY AND CUSTOMER ENGAGEMENT

Senam Agbetossou (Universitas Pendidikan Indonesia)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 5 (2026): Multidiciplinary Output Research For Actual and International Issue

Corporate social responsibility (CSR) programs are increasingly used by consumer brands to build durable relationships, yet the mechanisms through which consumers’ perceptions of these programs translate into brand loyalty remain insufficiently explained. This study examines whether brand legitimacy and customer engagement transmit the effect of CSR Program on brand loyalty in the global fast-food restaurant context. Data were obtained from 305 consumers in Bandung, Indonesia, who had purchased from McDonald’s, KFC, or Burger King within the previous six months. The model was tested using partial least squares structural equation modeling (PLS-SEM). CSR Program strongly predicted brand legitimacy (β = 0.714, p < 0.001) and positively predicted customer engagement (β = 0.307, p = 0.001). Brand legitimacy positively influenced customer engagement (β = 0.537, p < 0.001) and brand loyalty (β = 0.455, p < 0.001), while customer engagement positively influenced brand loyalty (β = 0.455, p < 0.001). In contrast, the direct effect of CSR Program on brand loyalty was not significant (β = −0.088, p = 0.162). However, its total effect on brand loyalty was positive and significant (β = 0.551, p < 0.001), supported by significant indirect effects through brand legitimacy, customer engagement, and their serial mediation. The findings demonstrate that CSR Program contributes to brand loyalty primarily through relational mechanisms rather than through a direct effect.