The research of the effects of corporate social responsibility campaigns on customer brand loyalty

At the present day, as seen every aspect of business day an intense competition is observed in the marketing field. Because of increasing competition, many different alternatives are offered to consumers and this situation makes difficult to decision making process for consumers. Nowadays, consumers can reach all kind of information from the press, environment and by their own efforts. Therefore, they are more conscious and selective.Modern marketing concept, developing appropriate solutions regarding consumers? needs, is the head of the fairly important subjects for marketers. In order to identify these demans and needs, consumer behaviors and the factors that influence these behaviors should be analyzed. In today?s competitive environment, clear and tangible differences between products has begin to decrease. One of the factors that influences the decision-making process of consumers?, who can easily reach any kind of information which they want, is the difference of company compared to others. One of the factors that create differences is having brand loyalty. The firms which they want their brand to draw a long term sales and profit graphic, are aiming to make loyalty either existing consumers or the potential consumers which they wish to be future consumers. From this point of the view, brand loyalty has become an important issue for companies.The purpose of this work is researching the effects of corporate social responsibility campaigns on customer brand loyalty. At this point, gaining society and consumers? trust and support, fulfilling which they take away from society will give brands a positive image. One of the most important communication strategy is corporate social responsibility applications which brands need to stand on to obtain a commercial power, competitive advantage and in a short order a positive image. As a result, issue were discussed in three stages: In the fist part, the concept of corporate social responsibility and the related concepts have been explained in a detailed manner. In the second part, the concepts of brand, brand loyalty and the corporate social responsibility have been introduced and in the last part, it has been examined that whether corporate social responsibility campaigns effect on brand loyalty or not and whether this effects show a change according to sampling?s demographic, socio-economic structure and newspaper preferences or not.