Business Commons^™

Investigating The Impact Of Corporate Social Responsibility On Conative Loyalty In Collegiate Sports, Sunyoong Kim

Graduate Theses and Dissertations

Corporate social responsibility (CSR) has been an important topic in business and other disciplines due to its various benefits for both society (e.g., contributing to public health, safety, education, human rights, community well-being, environment) and organizations (e.g., attracting new customers, enhancing sales of products, developing positive brand image or reputation) (Inoue, 2011; Kim, 2015; Kotler & Lee, 2005; Smith & Westerbeek, 2007). Many consumers expect corporate organizations to demonstrate their commitments and contributions to the community (Marin, Ruiz, & Rubio, 2009; Walker & Heere, 2011). Thus, it is important to satisfy their expectations through social activities since consumers are considered …