The influence of social responsibility on corporate image and brand loyalty of bird’s nest industry

Abstract

The purposes of this research are to study the causal relationship model about the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry, and to verify the consistency of the model with empirical data. 352 samples are the consumers of bird’s nest product who live or work in Bangkok. The research tools include questionnaire, Statistical Package for the Social Science for Windows Program for statistical analysis and Linear Structural Relationship Model for analyzing causal relationship model. The result shows that the model of the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry is consistent with empirical data considered by the chi-square statistics = 18.86, df = 11, p–value = 0.06, GFI = 0.99, AGFI = 0.95, SRMR = 0.021, RMSEA = 0.045. All variables in the model indicate that the variance of the brand loyalty of bird’s nest industry is at 77%. The social responsibility has a positive direct influence on the brand loyalty and indirect influence on the corporate image. Moreover, the corporate image directly influences the brand loyalty. The result indicates that positive social responsibility makes good corporate image, and it resulted in brand loyalty.