Impact of corporate social responsibility on brand loyalty a field research: Example of X company

The aim of this thesis, is examine the effects of corporate social responsibility activities applied to companies which function in the sector of durables on consumers brand image, perceived value, customer satisfaction and brand loyalty.The thesis consists of four main sections. In the introduction section, the importance of CSR, is mentioned as the main subject of the study. In the second section, the definitions and the explanations about the variables of the study were given and the history, scope and dimensions of CSR were evaluated. In the third section of the study, data related with the methodology of the research were given. The data collection method, the questionnaires used in this study and statistical analyses and results were discussed also in this section. The results of factor analyses, correlation analysis and regression analyses conducted for testing the research hypotheses and that are related with the data gathered from the firms operating in the durables industry in Turkey were explained. Hypotheses put forward in the theoretical part of the article, living in the European side of Istanbul in Turkey, have used at least once a brand of X firm are tested with data collected from 475 consumers.In the final part, results of the research, suggestions for companies and future studies were provided. Findings indicate that, information obtained from consumers, CSR have positive effect on brand image and perceived value: brand image have positive effect on perceived value, customer satisfaction and brand loyalty: perceived value have positive effect on customer satisfaction. On the other hand, CSR indirectly have positive effect on costomer satisfaction and brand loyalty.