INTERNATIONAL JOURNAL OF ACADEMIC EXCELLENCE AND RESEARCH (IJAER) e-ISSN: 3107-3913 ( Vol. 02 | No. 3 | July - September, 2026 )

Role of CSR in Building Brand Image, Consumer Loyalty and Purchase Intention: An Empirical Literature Synthesis

Author: Dr. Pinky Kumari & Dr. Nishant Kumar Swami

Corporate Social Responsibility (CSR) has shifted from an additional feature to an integral part of brand strategy for organizations looking to project a good brand image, maintain customer loyalty, and instigate purchase intention. This paper focuses on the effect of corporate social responsibility on brand image, customer loyalty, and purchase intention through the synthesis of empirical studies already carried out in various journals on marketing and business ethics. Contrary to a conventional research paper that would require the collection of primary data, the present paper follows a systematic literature-based research approach by synthesizing information on the effect of CSR from peer-reviewed empirical studies which have tested the relationship between CSR and consumer behavior using actual data. The review highlights the positive effect of CSR on brand image as well as its indirect effect on purchase intention through brand attitude. Nonetheless, some literature suggests that such an impact is dependent on variables such as fit between CSR and brand, perception of motive, and consumer skepticism. The paper ends by providing suggestions regarding future research, including region-based and industry-based investigations.

Kumari, P. (2026). Role of CSR in Building Brand Image, Consumer Loyalty and Purchase Intention: An Empirical Literature Synthesis. International Journal of Academic Excellence and Research, 02(03), 89–95. https://doi.org/10.62823/IJAER/02.03.263

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DOI:

Article DOI: 10.62823/IJAER/02.03.263

DOI URL: https://doi.org/10.62823/IJAER/02.03.263

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