Mediation Impact of Brand Reputation on the Relationship between Corporate Social Responsibility and Brand Loyalty in the context of Sri Lankan Television Industry

Abstract

Corporate Social Responsibility is an emerging marketing concept that is applied to the most industries including Sri Lankan television channels. The objective of this research study is to examine the mediation impact of brand reputation on the relationship between corporate social responsibility and brand loyalty in the television industry in Sri Lanka. Ethical responsibility, legal responsibility, environmental responsibility, customer protection, and philanthropic responsibilities were considered under the corporate social responsibility dimensions in the context of the television industry. A structured questionnaire was distributed to collect the data from a sample of 100 television viewers in Matara, Sri Lanka. The convenience method was applied as the sampling method. SPSS with process macro was used to test the mediation impact. Research findings indicate that brand reputation partially mediates the relationship between corporate social responsibility and brand loyalty. Further, the results revealed a positive significant relationship between corporate social responsibility and brand reputation; corporate social responsibility and brand loyalty, and also brand reputation and brand loyalty.