The role of Corporate Social Responsibility in shaping Brand Loyalty in the Global Market

Sai Deepesh, Ashok (2025) The role of Corporate Social Responsibility in shaping Brand Loyalty in the Global Market. Masters thesis, Dublin, National College of Ireland.

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Abstract

The study has been conducted with reference to The Role of Corporate Social Responsibility in Shaping Brand Loyalty in the Global Market, which analysed the impact of CSR activities on customer trust, perception, and longer-term brand loyalty. The introduction chapter provided a description of the background of the research, goals and the relevance was outlined, explaining the increasing relevance of CSR in competitive international markets.

The literature review chapter has critiqued the available theories, models, and empirical research that connect CSR with brand loyalty, with key issues of gaps that exist in cross-cultural and situational knowledge.

The methodology chapter outlined the philosophical framework, approaches implemented for the research, along with steps taken for collecting and evaluating the information. The research implemented a quantitative study through a survey in different demographic and geographical groups, along with statistical analysis methods to measure the correlations and the trends.

The findings and analysis section brought forth the findings of the survey that have found relevant links between CSR dimensions like environmental responsibility, ethical practices and community engagement and brand loyalty indicators, with conclusions about cultural and market-specific variations being addressed as well.

In the conclusion chapter, the results of the research were summarised, demonstrating that CSR has a strategic role in improving loyalty and presenting feasible guidelines to companies in adapting CSR activities to various market settings. The study as a whole has contributed to academics as well as the practice of managers in illustrating the many ways in which authentic, culturally sensitive CSR initiatives could prove as a source of competitive edge in creating brand loyalty worldwide. The dissertation succeeded in familiarising an overarching plan on how CSR can be used as an engine of sustainable brand-to-consumer relationships in the international business environment through the integration of theory, empirical data, and practical measures.

Item Type:	Thesis (Masters)
Supervisors:	Name Email MacDonald, Robert UNSPECIFIED
Subjects:	H Social Sciences > Economics > Business H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Governance H Social Sciences > HC Economic History and Conditions > Globalisation
Divisions:	School of Business (- 2025) > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	13 Dec 2025 14:14
Last Modified:	13 Dec 2025 14:14
URI:	https://norma.ncirl.ie/id/eprint/9027

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