Exploring thE EffEcts of thE pErcEivEd fit with corporatE social rEsponsibility on brand loyalty in thE tobacco industry

Vu Thi Kim Chi, Tran Manh Dung

Abstract

Abstract:
The shifting emphasis to the dimensions of Corporate Social Responsibility (CSR) by frms
has been more pronounced than ever before. Although CSR efforts by tobacco frms have
been labelled oxymoron by commentators, they have still executed aggressive CSR strategies
aiming at the public. With the purpose of effectively carrying out CSR practices, tobacco
frms need to explore how to concentrate customers’ attention on their CSR practices, that is,
the determinants influencing brand loyalty. This study considered the aspects of perceived ft
between CSR activities and a frm’s core business and corporate image pertaining to brand
loyalty. To analyse the relationships among them, Multiple Regression Analysis was employed
with a sample of 152 United Kingdom smokers. Results show that while there is a negative
relationship between the perceived ft of corporate image and CSR activities and brand loyalty,
there is no support for the association between the perceived core business-CSR ft and brand
loyalty in the tobacco industry.
Keywords: Corporate Social Responsibility, brand loyalty, United Kingdom.
Date of submission: 7th June 2015 – Date of approval: 3rd September 2015