IMIB Journal of Innovation and Management

Corporate Social Responsibility Initiatives During COVID-19: A Study on the Indian FMCG Sector

A. Menaga¹, S. Lokesh¹ and S. Vasantha¹

First Published 21 Aug 2023. https://doi.org/10.1177/ijim.221148837

Article Information

Volume 2, Issue 1 January 2024

Corresponding Author:

S. Vasantha, School of Management Studies, Vels Institute of Science Technology and Advanced Studies (VISTAS), Chennai, Tamil Nadu 600117, India.
Email: vasantha.sms@velsuniv.ac.in

¹School of Management Studies, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Chennai, Tamil Nadu, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.

Abstract

The research aims to study the Perceived consumer and CSR initiation taken by the organization and their influences on Brand loyalty. The study combines Carroll’s CSR pyramid theory and Ovidiu’s brand loyalty multidimensional model. To test the relationship between CSR and brand loyalty, especially the research intended to test the two-dimension legal and ethical aspects of Carroll’s model out of four which represents the consumer perceived CSR, with the SEM method, the relationship between CSR and brand loyalty is tested. The study did two things: reviewed the FMCG initiative taken by top FMCG. And then adopted purposive sampling of 10 Indian-listed FMCG sectors and collected data through an online Google survey during the pandemic period from September 2020 to May 2021; the study got 450 valid responses. The role of corporate social responsibility creates brand loyalty is confirmed. Research also found that consumers are more attracted to the legal and ethical responsibility of the organization. The research implies a marketing strategy for gaining brand loyalty. The findings project that event marketing, media marketing, and customer loyalty programs can create more effective CSR programs, and greater satisfaction with a product will make repeated purchase behaviour among customers.

Keywords

Brand reputation, corporate social responsibility, COVID-19, FMCG, Pandemic

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