The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation

Purpose: This research aims to understand consumer responses to corporate social responsibility (CSR) during an unprecedented public health crisis. Specifically, two studies were conducted to investigate how companies' different CSR initiatives in the early stage of COVID-19 would influence consumers' advocacy intention according to their focus (i.e. targets of institutional CSR). The first study examined the moderating role of individuals' CSR expectancy on the effects of companies' CSR initiatives on consumers' brand advocacy intention. The second study further extends the findings of Study 1 by examining the mediating role of perceived brand motive. Design/methodology/approach: Two between-subject online experiments were conducted to explore the impact of three types of institutional CSR initiatives (i.e. community, employee and consumer-centered CSRs) on brand advocacy. Study 1 (N = 380) examined the moderating role of CSR expectancy in influencing consumer responses to institutional CSR initiatives. Study 2 (N = 384) explored the underlying mechanism through examining the mediating role of a company's value-driven motivation in the process. Findings: Study 1 indicated that institutional CSR, regardless of type, was more effective in generating a more significant brand advocacy intention than a promotional message, measured as a baseline. The impact of different kinds of institutional CSR on consumers' brand advocacy intentions was significantly moderated by their CSR-related expectations. Specifically, individuals with moderate to high CSR expectancy showed higher brand advocacy intentions in both consumer- and employee-centered CSR initiatives than the promotional message. In comparison, those with low CSR expectancy only showed higher brand advocacy intentions in the community-centered CSR initiative. In addition, as individuals' CSR expectations rose, the mediation effect of the perceived value-driven motivation became stronger. Research limitations/implications: The current study includes guiding principles to help companies effectively respond to COVID-19 as corporate citizens by demonstrating the importance of individuals' CSR expectancy across three CSR initiatives. This study used real-life examples of how leading companies were stepping up CSR efforts and suggested an approach that aligns CSR behaviors with the urgent and fundamental human needs of COVID-19. Originality/value: In line with the CSR goal of maximizing benefits for stakeholders, this study's findings signal that situational changes determine CSR expectations and that companies must be highly susceptible to the changes in consumers' expectations of CSR and their appraisal process of CSR motives to maximize its CSR value. © 2022, Emerald Publishing Limited.

CSR and firm value: is CSR valuable during the COVID 19 crisis in the French market?

This study examines the impact of the COVID-19 outbreak on the French stock market and investigates whether companies with a commitment to corporate social responsibility (CSR) were less affected. Examining a sample consisting of 464 French firms, we separate firms that have implemented CSR activities around the event period (considered as active CSR adopters) from CSR-adopters (firms that did not indulge in CSR activities around that period) and non-CSR adopters. The empirical results indicate that active CSR adopters were less affected as some positive returns have been observed around the event date, indicating that their stock prices were relatively resistant to the crisis. The multivariate analysis shows that the French market reacted significantly to CSR strategy and that active CSR adopters are the least affected.

CSR to tackle the Economic Effect of Covid 19:The case of Bangladesh

Purpose – The purpose of this study is to examine the economic impact of COVID-19 and analyse how the corporate social responsibility (CSR) initiatives of Islami banks (IBs) can contribute to reducing the adverse economic impact in the context of Bangladesh. Design/Methodology/approach: Currently eight full-fledged IBs are functioning in Bangladesh adhering to the underlying principles of Shariah;among them, seven are actively engaged in CSR activities to help the underprivileged segments of its citizens. This study, through employing a content analysis method examined the information available from these IBs as well as other government sources and published materials to address the COVID-19 economic impacts, specially the role of these IBs. Findings: This study finds that along the line with national and international funds, IBs' CSR funds can also help address the economic downturn in Bangladesh caused by the COVID-19 pandemic. The study further identified that if IBs develop a consortium among themselves, the CSR funds can be better utilised for the socio-economic development of Bangladesh. Research limitations/implications: The scope of this study is somehow limited, as it has only considered the impact of CSR funds by IBs in Bangladesh. Further research can be conducted in future considering the total CSR funds by all banks, i.e., conventional and Islamic banks. Practical implications: This study demonstrated that IBs spend USD 83.30 million annually, which means USD 417 in five years period. Based on the recommendations of this study, all IBs may work together to develop a joint CSR strategy for the socio-economic development of Bangladesh. Considering Bangladesh's poverty level, such a joint CSR strategy would be helpful for the vulnerable population of the country. Originality/value: This study is unique in the sense that it seeks to address the economic challenges of COVID-19 in the context of Bangladesh with support from the CSR initiatives of IBs. This study has created a new insight for IBs into developing an integrated CSR strategy, which is expected to bring significant contributions to the livelihood of the susceptible citizens of this country.

Value creation and CSR

A more robust, inclusive model of value creation will sharpen dominant normative theories of Corporate Social Responsibility (CSR) such as stakeholder theory and the theory of communicative/deliberative democracy. When measuring value creation, CSR theories oscillate between traditional, exchange-based approaches utilizing narrow financial metrics and value-oriented approaches embedded in prominent CSR theories. The two are often in conflict. The problem is aggravated by CSR's assumption that all firms, regardless of industry, possess the same generic responsibilities. A mining company, a sports betting service, and a medical device manufacturer are on all fours when measuring CSR success. The paper identifies a contradiction between settled normative convictions and the corporate decision making that normative CSR theories prescribe. Using the pharmaceutical industry as an example, it references the widespread conviction that during the 2019 Covid-19 pandemic some pharmaceutical companies had a responsibility to reach beyond the goal of financial optimization. It then explains why this conviction cannot be rationalized using two prominent normative theories of CSR, namely, stakeholder theory and the theory of communicative/deliberative democracy. The problem hinges on a defective model of value creation. One implication of the analysis is that healthcare companies should readjust corporate governance in order to make health a focal goal alongside that of profit. At the same time, a semiconductor firm might satisfy its CSR responsibilities by only designating profit as its focal goal. The thrust of the paper is to show why reconceiving the model of value creation can advance not only stakeholder and communicative/deliberative democracy theories, but all CSR. © 2023, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.

Global retailers' CSR initiatives during COVID-19 crisis: a cross-cultural examination

Purpose: This study develops a conceptual framework to examine (1) whether global retailers' CSR actions in the form of in-kind charitable contribution affect consumers' attribution of CSR to intrinsic motives, (2) whether consumers' attribution of CSR to intrinsic motives affects brand-self connection and (3) whether the cultural factors of self-transcendence and conservation moderate the relationship between consumers' attribution of CSR to intrinsic motives and brand-self connection. Design/methodology/approach: Data are collected from two culturally diverse countries, the US and China, each of which managed the pandemic in different ways. Before hypothesis testing, the invariance of measures is established. To measure differences between the groups, a multi-group analysis is conducted. Findings: Global retailers' in-kind charitable contribution is a significant drivers of consumers' attribution of CSR to intrinsic motives, and attribution of CSR to intrinsic motives has a positive effect on consumer brand-self connection. Both of the cultural values, self-transcendence and conservation, moderate the relationship between attribution of CSR to intrinsic motives and brand-self connection. Self-transcendence is a strong moderator in China, whereas conservation moderates strongly in the US. All of the relationships differ significantly between the groups (US versus China). Originality/value: To the best of our knowledge, this is the first study to investigate empirically the role of in-kind charitable contribution in creating an attribution of CSR to intrinsic motives that eventually leads to strong brand-self connection in the COVID-19 context. The study provides novel insights into how consumer behavior differs across two significantly different cultures with regard to COVID-19-related CSR. The findings help international marketers manage uncertainties and crisis and to design their CSR-based marketing programs and develop positioning strategies across cultures. © 2023, Emerald Publishing Limited.

Firms? sustainability, financial performance, and regulatory dynamics: Evidence from European firms

This study examines the association between firms' ESG reputational risk and financial per-formance under the EU regulatory policy changes and the COVID-19 period. Analyzing a panel of 1,816 European listed firms during the period 2007-2021, we document evidence that firms with lower ESG reputational risk have reduced information asymmetry, are less financial constrained and perform better. To establish causality, we design a quasi-natural experiment focusing on the 2014/95/EU directive of non-financial disclosing and the COVID-19 exogenous shock. Our findings are robust to several estimation techniques that address endogeneity, self-selection, and model sensitivity. Crown Copyright (c) 2022 Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).

Explore the Approaches to Corporate Social Responsibility Implemented by E-Commerce Platforms in China During the Early Stage of COVID-19: A Mixed-Methods Content Analysis

Objectives: The aim of this study was to explore (a) the approaches to corporate social responsibility (CSR) implemented by e-commerce platforms in China during the early stage of coronavirus disease 2019 (ESCOVID-19) and (b) the factors associated with the platforms' choice of these approaches. Methods: We collected the CSR data from the Internet during ESCOVID-19. Conventional content analysis was used to develop the targeted approaches. Finally, based on the frequency analysis of each approach, rank-based nonparametric testing was conducted to answer objective (b). Results: Three main approaches (ie, donative CSR actions, responsive CSR actions, and strategic CSR actions) and 8 subapproaches were implemented. The strategic approach was the most frequently used approach. The platforms with higher market size implemented more donative and strategic CSR actions than did the platforms with lower market size. Donative CSR actions were significantly implemented in the earlier period, while strategic CSR actions were significantly implemented in the later period. Conclusions: Our research highlights the importance of e-commerce platforms to help the public survive and identifies that market size and time were associated with the platforms' CSR choice. The design of prevention and control policies should incorporate and support e-commerce platforms and evaluate the factors when confronting future public health crises. © The Author(s), 2021. Published by Cambridge University Press on behalf of Society for Disaster Medicine and Public Health, Inc.

It is time for optimal distinctiveness: Corporate social responsibility engagement under dynamic competitive effects during the COVID-19 crisis

Firms tend to seek optimal distinctiveness when choosing CSR engagement timing. Building on the perspectives of optimal distinctiveness and competitive dynamics, this paper explains why firms' CSR engagement timing toward a certain event is affected by dynamic competitive effects. That is, to achieve optimal distinctiveness, focal firms pay more attention to their main competitors that are similar in market, size and resources. We apply a discrete-time survival analysis of 869 Chinese listed firms' CSR engagement action toward the COVID-19 pandemic during the first half of 2020. The results support the mechanism that when a highly similar competitor engages in CSR activities, it raises the probability that the focal firm engages itself beyond levels based solely on its own characteristics and common time-dependent factors. © 2022 John Wiley & Sons Ltd.

Impact of COVID-19 on corporate social responsibility in India – a mixed methods approach

Purpose: Prior research studies have discussed the role of corporate social responsibility (CSR) during crisis situations in increasing the resilience and sustainability of the companies. There are two basic models of crisis management – reactive and proactive. When a crisis occurs, suddenly firms tend to act reactively and progressively take proactive steps to manage the crisis. CSR can also be reactive and proactive during crisis situations. Against this backdrop, this paper aims to explore whether CSR during the COVID-19 pandemic moved from a reactive to a proactive stance, with specific focus on CSR legislation, corporate CSR response and corporate thinking about CSR. Design/methodology/approach: This paper adopts a mixed methods approach, using both qualitative and quantitative research designs. This study draws upon both primary and secondary data. Findings: The results highlighted the change in the CSR approach from being reactive to being proactive as the pandemic progressed. This was observed through the increase in frequency of CSR legislation, and the shift in the intent of CSR legislation from "prompting to donate” to "prompting to volunteer.” Similarly, the shift in reactive to proactive CSR corporate response was observed through the increased spending on CSR and improved COVID-related CSR reporting. Practical implications: This study recommends companies to manage crises by becoming more proactive. CSR activities need to be closely aligned with national developmental objectives, and collaborate with various stakeholders to achieve the intended outcomes of the activities. Originality/value: To the best of the authors' knowledge, this research paper is one of the few to study the impact of COVID-19 pandemic on CSR in India at a time when India went through three waves of the pandemic. This study corroborates with other studies in terms of managing crisis. © 2022, Emerald Publishing Limited.

Audit committee characteristics and corporate philanthropic donations before and during COVID-19

Purpose: This study aims to examine the effects of audit committee attributes on corporate philanthropic donations before and during the COVID-19 pandemic. Design/methodology/approach: The study targets Nigeria's listed firms between 2019 and 2020. We hand-collected the data from the available published annual reports of 141 and 128 firms for 2019 and 2020, respectively. Therefore, the authors used a total of 269 firm-year observations for the study. The authors used ordinary least square regression to analyze the data and Tobit regression to establish the robustness of the results. Findings: The results indicate that the frequency of audit committee meetings has a significant positive relationship with corporate philanthropic donations before and during COVID-19. In the case of audit committee independence, it has only a significant positive relationship with corporate philanthropic donations during the pandemic. However, the findings reveal that audit committee size and foreign directors on the audit committee do not influence corporate philanthropic donations before and during COVID-19. Research limitations/implications: The study considers audit committee characteristics out of the corporate governance mechanisms that can influence the philanthropic donations of the listed firms in Nigeria over two years from 2019 and 2020. Practical implications: The findings have practical implications for encouraging the audit committee to support philanthropic donations for the welfare of the poor and the needy, particularly in difficult times like the COVID-19 period. The results could also help regulators and policymakers to provide regulations and policies that can encourage firms to participate actively in philanthropic activities to their best ability. Social implications: Motivating firms to provide philanthropic donations for the welfare of underprivileged persons could strongly support the government's effort to minimize the socioeconomic problems caused by COVID-19. Originality/value: The study contributes to the scant literature that establishes the impact of audit committee attributes on firm philanthropic donations toward helping the poor and the needy in difficult periods. © 2022, Emerald Publishing Limited.

The effect of corporate governance elements on corporate social responsibility reporting of listed companies in Vietnam

This paper examines the impact of various corporate governance characteristics on the disclosure of corporate social responsibility (CSR) information in the context of developing markets during the COVID-19 pandemic. We used data from the annual reports of the top 100 companies listed on the Ho Chi Minh Stock Exchange from 2019 to 2021 to investigate the relationship between board independence, board size, CEO duality, foreign ownership, government ownership, and the disclosure level of CSR reporting. We employed a content analysis to measure CSR disclosure level by using the CSR reporting index (CSRRI) with 17 items. The panel regressions including three techniques like the pooled-ordinary least squares (OLS), fixed effects model (FEM), and random effects model (REM), were used to analyze the data, and FEM) shows its best fit to the model. The results suggest that board independence and government ownership correlate positively and significantly with companies' decisions to disclose CSR information. In contrast, board size, CEO duality, foreign ownership and was found to be insignificant. Our study extends the literature on CSR particularly in developing countries where governments play a significant role in promoting economic development. It also evaluates the CSR disclosure level of the top listed companies in Vietnam. Since then, the paper's results provide several insights to the policymakers to identify the corporate governance characteristics that will promote CSR reporting in Vietnam's listed companies.

The COVID-19 global crisis and corporate social responsibility

In order to gain greater insight into the nature of corporate social responsibility (CSR) during a time of crisis, the study examines the commitment of firms to continue to engage in CSR activity despite financial pressures to divert their slack resources elsewhere. The setting of the study is CSR activity during the perhaps unprecedented global crisis associated with the COVID-19 pandemic. Based on a qualitative research method approach, both a variety of media sources and the relevant academic literature are reviewed in order to identify examples of CSR activity related specifically to COVID-19. The examples are then categorized and situated according to Professor Archie Carroll's well-known CSR Pyramid framework describing the economic, legal, ethical, and philanthropic domains of CSR. As such, this study is the first to extend the rich literature stream utilizing Carroll's CSR Pyramid within the unique context of a global pandemic.

Social capital, trust, and bank tail risk: The value of ESG rating and the effects of crisis shocks

Using a global sample of 244 banks in 52 stock markets, we investigate the effect of corporate social responsibility (CSR) on bank tail risk in normal and turbulent times. Our analysis shows no significant evidence that CSR intensity protects banks from tail risks ex ante or during the global financial crisis of 2007–2009. However, investors appear to become more tolerant and more lenient towards banks with stronger CSR post ante economic recession by reducing the likelihood of extreme devaluation of banking stocks. Socially responsible banks with higher social capital and trust (associated with superior CSR performance) experience lower idiosyncratic and systematic tail risks even in the context of the COVID-19 pandemic in 2020. Our empirical evidence implies that the trust between banks and investors started to build through banks' investments in social capital through committed CSR performance since the credit crunch erupted. © 2023 The Author(s)

Is ESG-ness the vaccine?

In an attempt to foster debate on whether firms' commitment to ESG policies affects stocks risk-adjusted performance, we analysed the blue-chips of the European countries most affected by COVID-19. We found statistical evidence that companies that follow high ESG standards outperformed low ESG-ranked firms during Phase 1 of COVID-19. In particular, the dampening effect on the downside stock market movement was more evident during the first part of Phase 1 characterized by the sudden crash of stock prices.

Readdressing accountability for occupational health and safety in a pandemic era

PurposeIn the Covid-19 pandemic era, corporate responsibility and accountability for maintaining employee health and safety, particularly from this pernicious virus, have become a matter of major social and economic importance. From an accountability through action perspective, this study aims to set out to evaluate the potential occupational health and safety accountability consequences of the Covid-19 pandemic.Design/methodology/approachThis paper is based upon purposive sampling of several sets of publicly available data including published research literature addressing corporate social responsibility and accountability, and the literature more specifically addressing occupational health and safety (OHS) and its reporting. Also included are recent Web-based reports and articles concerning Covid-19-related OHS government and industry sponsored guidelines for employers and their workplaces across the UK and Australia.FindingsThe findings of this research highlight that firstly, the extant literature on OHS has been predominantly functionalist in its approach and that accountability through action provides an opportunity to make employers more visibly accountable for their response to Covid-19. Secondly, the paper highlights that despite recent progress on OHS issues significant concerns remained in the pre-Covid-19 era and that emerging regulations and legal obligations on employees have the potential to make OHS issues a prominent part of corporate social responsibility research.Originality/valueDisease and mental health statistics reveal the potential significance of their expansion in the Covid-19 environment, and regulatory and legal liability concerns emerge as potential drivers of renewed corporate as well as researcher attention to OHS issues. Implications for the emergence of a broader range of accountability forms and visibilities are also canvassed.

Internal Corporate Policy: CSR and Employee Satisfaction

During the COVID-19 pandemic, society has undergone significant changes with implications for employee values and job satisfaction. As a reflection of social needs, corporate social practice is also changing compared to before the pandemic. This paper examines the perception of corporate social practices by personnel and their impact on staff satisfaction. The empirical study carried out in the Russian Federation and the Republic of Kazakhstan allowed the authors to identify social practices that influence the level of personnel satisfaction with professional activity before and after the pandemic. The research determined general tendencies and differences in the perception of social practices with the most significant personnel satisfaction in the period before and after the pandemic. The authors also developed recommendations that should be taken into account when forming corporate social practices. The study's novelty is the investigation of an empirical relationship between the levels of satisfaction with professional activity and implemented social practices in the period before and after the pandemic. The research found that the tendencies in Russia and Kazakhstan are similar to the global trends. Employees before the pandemic were highly satisfied with their activities and corporate social responsibility practices. After the pandemic, when society is disconnected and individualized, employees are focused on material security, and social practices have no significant influence on staff satisfaction. The paper offers recommendations for companies to implement appropriate social practices for the common interests of employers and staff.

How Italian Fashion Brands Beat COVID-19: Manufacturing, Sustainability, and Digitalization

COVID-19 has had a dramatic impact on the fashion industry. Fashion brands had to restructure their value chains and refine their strategies to overcome the negative consequences of the lockdown. An analysis of the Italian fashion industry is used to examine how companies responded to the challenges of the pandemic and how they were able to find competitive solutions. Qualitative analysis is used to discuss the case of Italy, a country that was particularly affected by COVID-19. The research shows that companies invested in three different directions to overcome the obstacles posed by the COVID-19 emergency: refocusing on manufacturing, investing in sustainability (especially social), and relying on digital technologies (e.g., e-commerce and videoconferencing) to interact with remote customers. The theoretical and practical contributions of this study are discussed.

Collaborative corporate social responsibility praxis: case studies from India

Purpose>This study aims to explore how corporate social responsibility (CSR) has assumed a new meaning today, with the COVID-19 pandemic. This, in turn, has changed the way companies now view the impact of their activities on the environment, customers, employees, community and other stakeholders.Design/methodology/approach>This paper uses a qualitative case study approach and draws a critical lens to document the complex interplay between dimensions of CSR, business sustainability and social issues, applying theoretical tools such as social capital theory and stakeholder theory to elucidate the nature of collaborative managerial responses to the organisation's challenges during the pandemic. This is a case study paper. This paper applies multi method approach to develop a case study analysis through participant observation and report analysis to investigate the CSR approaches undertaken in India by Infosys Genesis, a global leader in technology services and consulting, and Akshaya Patra Foundation, a non-governmental organisation (NGO), which operates the world's largest lunch school program. This was an appropriate methodology since the focus was on an area that was little understood, while the analysis required an in-depth understanding of a complex phenomenon through observation and a case study. In addition, case study research has been recommended for how, why and what type of research questions that focus on contemporary events (Saunders et al., 2003;Yin, 1994), such as CSR participation in the existing business environment. Furthermore, the issue under investigation is a real-life situation where the limitations between the phenomenon and the body of knowledge are unclear (Yin, 1994). This was the case because CSR has been probed by numerous disciplines through the application of various theoretical frameworks, each interpreting the context from their own perspective. Leximancer was used for the analysis (a text-mining software for visualising the structure of concepts and themes across case studies). This process differs from the traditional content analysis in that specific word strings are not needed;instead, Leximancer recognises what concepts are present in a set of texts, permitting concepts to be automatically coded in a grounded fashion (Cretchley et al., 2010, p. 2). The paper will be looked at from three levels comprising themes, concepts and concept profiling to create rich and reliable dimensions of a theoretical model (Myers, 2008). The themes are created in Leximancer software and are built on an algorithm that looks for hidden repeated patterns in interactions. The concepts add a layer and discover which concepts are shared by actors. The concept profiling allows to discover additional concepts and allows to do a discriminant analysis on prior concepts (Cretchley et al., 2010). Words that come up frequently are treated as concepts. Although the limited number of cases does not represent the entire sector, it enabled collection of rich data through quotes revealing some of the most crucial aspects of large organisations and non-profits in India.Findings>The findings demonstrate how these robust, innovative, collaborative CSR initiatives between a multinational firm and an NGO have been leveraged to combat manifold issues of education, employment and hunger during the pandemic.Research limitations/implications>Despite significant implications, this study has limitations. A response from only two companies is investigated to the COVID-19 pandemic. The scope of this study is only India, a developing nation, thereby, cross country research is recommended. A comparative study between developed and developing countries may be conducted. A quantitative approach may be used to get empirical findings of the COVID-19 pandemic and post-pandemic policies of companies from an international perspective. Hence, there is ample opportunity to research organisations' response to the pandemic and CSR as a strong arm to deal with critical disasters.Practical implications>The paper offers new insights into exploring research and praxis agenda for collaborative potentials towards the evolution of CSR and sustainability.Social implications>The findings develop new initiatives and combat manifold issues of education, employment and hunger during the pandemic to provide quick relief.Originality/value>The paper offers new insights into how companies are considering issues related to the crisis, including avoidance of layoffs and maintaining wage payments, and may be in a better position to access fresh capital, relief programs and emergency funds. Taking proactive health and safety measures may avert legal risks to the company. It is likely that the way in which companies are responding to the crises is a real-life test on resilience and adaptation.

Social impact as corporate strategy: responsibility and opportunity

The level of social responsibility expected by society has risen significantly in recent years. Some companies used to pursue Corporate Social Opportunity (CSO) thinking about how companies engage with significant social shocks over the short-term. These actions are symbolic and empty gestures. Based on our collected business cases and conceptual analysis, we suggest a three-part framework for turning short-term windows of opportunity into long-term value-creation: knowing, doing, and repeating the right things. Going beyond corporate social opportunity towards responsibility requires authentic long-term strategy driven by social impact.

Corporate social responsibility and customer loyalty during the Covid-19 pandemic: evidence from pharmacy practice

Purpose>In recent years, corporate social responsibility (CSR) has taken on a more prominent role in both large and small businesses because of its significant impact on various aspects of business performance. To date, a growing body of literature has demonstrated the mechanisms whereby CSR practices affect organizational outcomes;however, there has been little research examining how CSR practices contribute to customer loyalty within the pharmacy context. As such, this study aims to explore how CSR practices influence the loyalty of pharmacy customers, particularly in relation to the mediatory effects of customer-company identification (CCI) and customer trust.Design/methodology/approach>A survey questionnaire was developed and administered to collect the required data from the pharmacy context. The resultant data were subjected to exploratory factor analysis to identify the scale dimensions, followed by multiple regression analysis to test the hypotheses.Findings>Analysis of the results (n = 528) revealed that perceived CSR indirectly impacts loyalty through the mediatory effects of trust and CCI. All hypothesized effects were also confirmed via empirical testing.Originality/value>The findings of this research suggest that not only are CSR activities responsive to societal concerns, but they can also promote customer identification with pharmacies and strengthen customer trust, which can, in turn, lead to long-term customer loyalty.