Contents
pdf Download PDF pdf Download XML
162 Views
24 Downloads
Share this article
Original Article | Volume 2 Issue 1 (Jan-Feb, 2025) | Pages 58 - 67
Empirical Evidence on The Relation Between the Perception of Consumers on Corporate Social Responsibility Initiatives and its Impact on Brand Loyalty in The Automobile Sector in The National Capital Region, India
 ,
1
Research Scholar, Sushant University, Gurugram, Haryana.
2
Professor, Sushant University.
Under a Creative Commons license
Open Access
Abstract

The present-day markets are highly competitive. Every company attempts to provide advanced and unique features in their Motor Cars to attract and retain customers. Apart from providing advanced technological features in motor vehicles, building goodwill and brand loyalty for the organization is also being seen as a strategy to increase the market share.

In this direction, companies are adopting the corporate social responsibility route to build up their goodwill and create brand loyalty. So, it becomes pertinent to study whether Automobile consumers are aware of the concept of CSR and the initiatives of the automobile companies in this direction and whether the CSR initiatives influence brand loyalty, brand image and perceived quality in the Automobile Industry in the National Capital Region. The objective of this study through structural equation modelling is to evaluate the CSR initiative’s role in Brand Loyalty in the Automotive Sector. To examine the relationship between CSR perception and brand loyalty, the research study was undertaken with a structured questionnaire with special reference to India's automobile sector in NCR. The results show a nuanced understanding of the relationships among Brand Awareness, Perceived Quality, Brand Image, Brand Loyalty, and CSR perception. The model reveals that while Brand Awareness has a direct impact on quality perceptions and brand image, its effect on loyalty is primarily mediated through these constructs. Furthermore, CSR perception plays a critical role in shaping consumers’ Brand Loyalty. This study helps the managers of Automobile industries to aim at CSR to enhance Brand Loyalty and increase awareness of CSR through publicizing.

Keywords
Recommended Articles
Research Article
AI-Aided Prioritisation with Physics-Based Validation: MD/MM-PBSA of Antiviral Binding in SARS-CoV-2 and Monkeypox
...
Published: 18/08/2025
Research Article
An Intelligent IoT Security System: Cloud-Native Architecture with Real-Time AI Threat Detection and Web Visualization
Published: 12/08/2025
Research Article
Investigating the Impact of Employee Engagement on Service Quality Outcomes in Higher Education: A Study of Faculty Members in Self-Financing Colleges
...
Published: 16/08/2025
Research Article
Exploring OCB in Academic Contexts: Insights from a Narrative Review
Published: 06/08/2025
© Copyright Asian Society of Management & Marketing Research (ASMMR)