Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust

The study proposes a model that extends the corporate social responsibility (CSR) literature by bridging a gap concerning the mediating effect of brand experience and brand trust on CSR - brand loyalty linkage. A survey with 354 respondents around the shopping malls (in Delhi-the capital of India) with the consumers of fast moving consumer goods (FMCG) was conducted to test the hypothesis. Findings indicate that there is no direct impact of consumer perceived CSR on brand loyalty. The consumer perceived CSR influences the brand loyalty through the mediation of brand experience and brand trust. The indirect effect of CSR on brand loyalty through brand experience is stronger in comparison with the indirect effect through brand trust. Hence, this study emphasises that consumer perceived CSR alone is not sufficient to improve customers' loyalty toward the FMCG brands. FMCG brands need to create unique and memorable brand experiences to gain brand loyalty along with indulging in CSR activities.