Corporate Social Responsibility and Brand Loyalty: The Mediating Role of Brand Experience and Brand Trust among students in Nepali Business Schools

Authors

  • Laxman Pokhrel PhD Scholar, Oklahoma State University, USA
  • Samyak Bajracharya MBA Graduate of SAIM College, Pokhara University, Kathmandu, Nepal
  • Gopal Subedi MBA Graduate of SAIM College, Pokhara University, Kathmandu, Nepal

DOI:

https://doi.org/10.3126/jbm.v8i1.72122

Keywords:

Brand Experience, Brand Loyalty, Brand Trust, Corporate Social Responsibility

Abstract

Background: Corporate social responsibility (CSR) is crucial in business schools as it instills ethical values and commitment to societal welfare, fostering a positive brand experience (BE), and brand trust (BT) among stakeholders to bring out a feeling of brand loyalty (BL) among them. Despite the need for contextual understanding of CSR in Nepali business schools, there is a paucity of literature on CSR in Nepali business schools.

Objectives: The paper aims to explore role of BE and BT as mediator in connection between CSR and BL among students at Nepali business schools.

Methods: Purposive sampling was used in this study’s cross-sectional survey research design to gather data from 256 students. To test hypotheses, the partial least squares structural equation modeling (PLS-SEM) was employed.

Results: The findings indicate that BE act as a mediator between CSR and BL among Nepali business school students, while BT doesn’t have a mediating effect. Furthermore, CSR initiatives positively influence BE and BT, leading to increased BL. Nevertheless, the impact of BT on BL was found to be insignificant.

Conclusion: The findings of the study could offer significant value for business schools and prepare CSR policies to develop loyal relationships with students.

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Published

2024-12-07

How to Cite

Pokhrel, L., Bajracharya, S., & Subedi, G. (2024). Corporate Social Responsibility and Brand Loyalty: The Mediating Role of Brand Experience and Brand Trust among students in Nepali Business Schools. Journal of Business and Management, 8(1), 96–115. https://doi.org/10.3126/jbm.v8i1.72122

Issue

Vol. 8 No. 1 (2024)

Section

Articles

License

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