M.A. Thesis:

Examining the effect of csr on customer loyalty with mediating role of hotel brand image and loyalty

Corporate social responsibility is one of the critical and critical issues in the communication between companies and their stakeholders in recent years. Consumers at the community level have become more aware of the corporate social responsibility of the past, and are more focused on their activities and related programs. The purpose of this study was to investigate the effect of corporate social responsibility on customer loyalty to brand with the mediating role of brenddashshhr in Mashhad. Data gathering was done by distributing 400 questionnaires among customers of Golriz Company using non-random sampling method. Data related to brand image, customer loyalty to brand and social responsibility of Golriz company were gathered. Using the content of the questionnaire's content validity, using methodAnd, by calculating Cronbach's alpha, the reliability of the questionnaire was confirmed. Applicable research, in terms of purpose. Descriptive and has a survey method. The relationship between variables was analyzed by structural equation modeling using SPSS software and Lisrel software. The results of this study showed that social responsibility of Golriz Company has a positive and positive effect on brand image; corporate social responsibility has a negative relation with brand loyalty. The results also showed the relationship between brand image and customer loyalty to the brand in the company. This research presents the results of corporate social responsibility on customer loyalty to the brand with the role of the mediator of the brand image that can be used by the managers of Golriz Co.

Keywords: social responsibility, customer loyalty to the brand, Image brand