SOCIETAL ACTIVITY OF CORPORATE SOCIAL RESPONSIBILITY AS A MODERATING FACTOR OF BRAND LOYALTY IN THE CERAMIC INDUSTRY

The objective of this research study was to investigate the moderating effects of Societal Activity (SA) of Corporate Social Responsibility (CSR) on the relations between brand loyalty and its antecedents. The study mainly focused on the ceramic industry in the Lampang province of Northern Thailand. Questionnaires were distributed among 285 consumers of 11 ceramic factories which have already implemented CSR. The SEM by PLS-Graph revealedthat SA of CSR exhibited a significant moderating role in connecting perceived corporate reputation to product attitude and brand loyalty, but exhibited a moderate connection to customer satisfaction. Overall, the research results showed that implementing societal activity of corporate social responsibility allowed consumers to have a strong positive attitude toward the product, slight increase in the brand loyalty and consumer satisfaction