Home⇛Business Research Journal⇛vol. 8 no. 1 (2022)

Regression Analyses of the Corporate Social Responsibility and Product Loyalty: The Case of Beverage Industry Segment

Xavier Lawrence D. Mendoza | Jerico B. Tadeo | Arlyn S. Feliciano | Marilou A. Perez | Mary Christine P. Villalobos

 

Abstract:

The influence of corporate social responsibility (CSR) on consumer behavior makes it a crucial marketing strategy for businesses. The primary intent of this paper was to investigate the impact of corporate social responsibility perceived performance on the product loyalty of customers towards beverage companies. The researchers employed a descriptive approach and quantitative research based on multiple linear regression. This study used purposive sampling to select 500 customers of beverage firms who know about their CSR programs. The researcher- made survey questionnaires were distributed to the participants through an online survey. Statistical test assumptions were used to check the validity of the ordinary least squares (OLS) model using the EViews software. The findings revealed that the CSR initiatives of beverage companies were somehow visible, signifying that beverage enterprises lack communication strategies to inform the public about their CSR efforts. It was also found that the perceived performance of CSR has a significant effect on the product loyalty of customers. Considerably, product loyalty was positively correlated with the perceived performance of CSR. Hence, this study provides empirical support to stakeholder theory with enough statistical significance. The study recommends that beverage companies effectively communicate their CSR activities to increase customer awareness, eventually enhancing product loyalty among their customers.



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