3 other issues in brand loyalty Some say that good corporate citizenship drives purchases and builds brand loyalty. Consider – 93% of consumers are more loyal to companies that engage in corporate social responsibility (Cone) Many say that such findings are misleading and highlight alternative findings – Only 3% of consumers give consideration to the […]

3 other issues in brand loyalty Some say that good corporate citizenship drives purchases and builds brand loyalty. Consider – 93% of consumers are more loyal to companies that engage in corporate social responsibility (Cone) Many say that such findings are misleading and highlight alternative findings – Only 3% of consumers give consideration to the sustainability or ethics in sourcing of products (Cint) My research has shown that neither is the case. The truth is far more complex than this. Based on my research I would argue that: Social responsibility is becoming increasingly important to consumers. Social responsibility is considered by consumers when all else is equal. Social responsibility will not drive brand loyalty but will justify it. Consumers are concerned about social responsibility and will take it into account when making a purchase if all else is equal. Rather than driving brand loyalty social responsibility helps consumers rationalise their…