JAM : Jurnal Aplikasi Manajemen
Vol 17, No 1 (2019)

THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY, BRAND PERSONALITY AND CORPORATE REPUTATION ON BRAND LOYALTY OF MODERN RETAILERS

Arie Pratama Putra (Faculty of Economics and Business, Universitas Brawijaya)
Armanu Armanu (Faculty of Economics and Business, Universitas Brawijaya)
Sudjatno Sudjatno (Faculty of Economics and Business, Universitas Brawijaya)



Article Info

Publish Date
01 Mar 2019

Abstract

This study aims to empirically examine the influence of corporate social responsibility (CSR) on brand loyalty with the brand personality and the corporate reputation as the mediators. This study used Partial Least Square (PLS) to analyze the data. The data was obtained from a survey by using the questionnaire with consumers of retail stores in Malang as its population. The samples were 150 visitors obtained by using non-probability sampling with purposive sampling technique. The findings of this study indicated that corporate social responsibility, either directly or indirectly, affected the brand loyalty through the mediation of the brand personality and corporate reputation. This study suggested the modern retailers pay more attention to the CSR program owned by their consumers. It highlighted the importance of improving the retailers’ corporate reputation and brand personality to be felt consumers to increase the retailers brand loyalty.

Copyrights © 2019






Journal Info

Abbrev

jam

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Aplikasi Manajemen - Journal of Applied Management (JAM) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field of functional management (marketing, finance, human resources, and operations) as well as the applied management and ...