• Amit Kakkar
• Dr. Rahul Sharma

Corporate social responsibility (CSR) is one of the tools that has strategic implications across the wide gamut of companies and industries. On one hand, the companies are investing in CSR initiatives either keeping in mind the strategic implications of CSR or to meet the regulations or to boost and embolden their image or to make the customers believe in the brand and the companies. On the other hand, it has been recognized by the academics and practitioners of marketing domain that consumers are on a regular look out for the brands that offer memorable and distinctive experiences to them. The main objective of the study was to study the effects of CSR advertising, awareness, satisfaction and trust on brand loyalty and for the same, a model was proposed to establish a relationship between corporate social responsibility and brand loyalty with an insight on the intermediary relationships. The present work also studied the mediation effect of trust on the relationship between satisfaction and loyalty. The study investigated the different relationships proposed in the model and it succeeded in establishing that CSR initiatives, awareness, satisfaction and trust are positively affecting brand loyalty. The data was collected from 150 respondents and the same was analyzed using PLS-SEM.

CSR, loyalty, awareness, satisfaction, trust, PLS-SEM.

"CSR builds Loyalty: The role of Awareness, Satisfaction and Trust", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.193-207, November 2018, Available :http://www.jetir.org/papers/JETIRDR06030.pdf

"CSR builds Loyalty: The role of Awareness, Satisfaction and Trust", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp193-207, November 2018, Available at : http://www.jetir.org/papers/JETIRDR06030.pdf