Empirical study on the relationship between corporate social responsibility and brand image with loyalty to a movie theater company in Mexico

Juan Gabriel Figueroa Velázquez; Gerardo Martínez Cedillo; Moisés Rubén Zamora Ramos

doi:10.29057/jas.v5i9.9830

Juan Gabriel Figueroa Velázquez Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-8846-1359
Gerardo Martínez Cedillo Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-8394-014X
Moisés Rubén Zamora Ramos Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-6379-0148

DOI: https://doi.org/10.29057/jas.v5i9.9830

Keywords: Loyalty, corporate social responsibility, brand identity, SEM

Abstract

At the beginning of the investigation, the objective was to empirically validate a model that relates corporate social responsibility (CSR) and brand image as precedents of customer loyalty to a movie theater chain in Mexico. For this, a quantitative, transversa^l and explanatory research will be developed. Following the non-probabilistic sampling, a questionnaire containing already validated scales was integrated and supplied through the Google Forms application, reaching a total of 252 valid questionnaires, whose informants were mostly young people between 15 and 24 years old. The objective was achieved using the structural equation modeling technique and using Stata software, the measurement model was verified, in which the constructs used met the reliability and convergent validity requirements. Likewise, the structural model showed an acceptable fit. The results of the model showed that there is a positive and statistically significant relationship between CSR and brand identity with customer loyalty, with which the two hypotheses raised found support.

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