Impact of CSR Dimensions on Consumer Satisfaction and Brand Loyalty in the Formation of Purchase Intentions: Study from Pakistan Livestock Industry
研究了巴基斯坦畜牧业中企业社会责任维度对消费者满意度和品牌忠诚度的影响，发现慈善责任有正向作用，而法律和经济责任有负向作用，最终影响购买意愿。
The manuscript aims to determine the impact of consumer satisfaction and brand loyalty along with corporate social responsibility (CSR) initiatives taken by national or multi-national companies in livestock industry of Pakistan in formation of purchase intention of consumers. Data from 190 respondents were collected through questionnaire survey. Data analysis was performed using statistical package for the social sciences 21.0 (SPSS) software. Hypotheses were tested by regression beta-coefficient and correlation coefficients. The findings of this study showed that philanthropic CSR have positive and significant relationship with consumer satisfaction and brand loyalty. A weak relationship of ethical responsibility and brand loyalty has been observed. This study found negative relationship of two CSR dimensions, legal and economic, with consumer satisfaction and brand loyalty. Moreover, it is concluded that consumer satisfaction has positive relationship with brand loyalty and purchase intention. Results have confirmed the positive impact of brand loyalty on purchase intention. Our study concludes that improvement of philanthropic and ethical CSR can improve consumer satisfaction, which may influence the buying intentions of consumers and motivate them to be loyal to the brand. Thus, companies working in livestock industry should put CSR factors into action in consumer’s perspective which will make organization-consumer bond stronger.