BỘ GIÁO DỤC VÀ ĐÀO TẠO

ĐẠI HỌC KINH TẾ THÀNH PHỐ HỒ CHÍ MINH

BÁO CÁO TỔNG KẾT

ĐỀ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG
“NHÀ NGHIÊN CỨU TRẺ UEH” NĂM 2024

THE INFLUENCE OF IMPLEMENTING CORPORATE

SOCIAL RESPONSIBILITY (CSR) ON CUSTOMER
LOYALTY IN THE FASHION INDUSTRY

Thuộc nhóm chuyên ngành: Kinh tế

TP. Hồ Chí Minh, tháng 2/2024

 ABSTRACT
Purpose - The purpose of this paper is to analyze the key dynamics that exert influence
on customer loyalty in the fashion industry.
Research scope/method - The research focuses on CSR in the Vietnamese fashion
industry and targets individuals who have purchased clothing items in Ho Chi Minh City
through an online survey using Google Forms. The study employs a quantitative
approach, utilizing statistical analysis, online surveys, and secondary data sources to
gather information. SPSS 25 software is used for data analysis, involving descriptive
statistics, Cronbach's alpha, and exploratory factor analysis, followed by Multiple Linear
Regression to assess how independent variables influence the dependent variable.
Findings - All CSR factors that have been analyzed have a positive impact on brand
image and CCI, and thus, through the two intermediary factors of “Brand Image” and
“CCI,” contribute to Customer Loyalty.
Research limitations/implications - The paragraph acknowledges several limitations in
the research. It highlights a gender bias towards female participants and a limited age
range of respondents. Additionally, it points out concerns about data collection through
surveys, including potential mono-method bias and the absence of face-to-face interviews
and focus groups, which may affect data reliability and respondent engagement.
Keywords - CSR, brand image, Customer - company identification, fashion industry.
 TABLE OF CONTENTS
ABSTRACT........................................................................................................................II
TABLE OF CONTENTS...................................................................................................III
LIST OF TABLES AND FIGURES...................................................................................V
LIST OF ACRONYMS......................................................................................................VI
INTRODUCTION................................................................................................................7
1. Research overview.....................................................................................................7
2. Research Objectives...................................................................................................9
3. Research Scope..........................................................................................................9
4. Research Method........................................................................................................9
CONTENT.........................................................................................................................11
CHAPTER 1: LITERATURE REVIEW........................................................................11
1.1. Definitions.........................................................................................................11
1.1.1. CSR.............................................................................................................11
1.1.2. Customer Loyalty.......................................................................................11
1.1.3. Brand Image................................................................................................12
1.2. Literature review...............................................................................................12
1.3. Hypothesis development...................................................................................15
1.4. Proposed research model...................................................................................19
CHAPTER 2: RESEARCH METHODOLOGY............................................................21
2.1. Research process...............................................................................................21
2.2. Sample selection process...................................................................................23
2.2.1. Determining the sample size.......................................................................23
2.2.2. Sampling technique....................................................................................24
2.2.3. Sampling method:.......................................................................................24
2.3. Quantitative research.........................................................................................24
2.3.1. Cronbach’s Alpha:......................................................................................25
2.3.2. Exploratory Factor Analysis (EFA)............................................................26
2.3.3. Multiple Linear Regression (MLR)............................................................26
 2.3.4. Evaluating the intermediate impact Bootstrapping.....................................27
CHAPTER 3: RESEARCH RESULTS..........................................................................27
3.1. Sample Descriptive Statistics............................................................................27
3.2. Scale reliability test - Cronbach's Alpha...........................................................35
3.3. Exploratory factor analysis (EFA).....................................................................37
3.3.1. Exploratory Factor Analysis (EFA) for independent variables..................37
3.3.2. Exploratory Factor Analysis (EFA) for mediating variable.......................40
3.3.3. Exploratory Factor Analysis (EFA) for dependent variables.....................42
3.4. Multiple Linear Regression...............................................................................43
3.4.1. Pearson Correlation....................................................................................44
3.4.2. Multiple Linear Regression........................................................................45
3.5. Evaluating the intermediate impact...................................................................48
3.6. Discussion of the research results......................................................................48
CONCLUSION AND RECOMMENDATIONS...............................................................50
1. Research results summary........................................................................................50
2. Research implication................................................................................................52
3. Research limitations and further research directions...............................................53
3.1. Research limitations..........................................................................................53
3.2. Further research directions................................................................................54
REFERENCES...................................................................................................................56
APPENDIX........................................................................................................................61
APPENDIX 1: QUESTIONNAIRE SURVEY...............................................................61
APPENDIX 2: MEASUREMENT.................................................................................66
 LIST OF TABLES AND FIGURES
1. List of tables
Table 1: Age distribution of respondents......................................................................................................28
Table 2: Gender distribution of respondents................................................................................................29
Table 3: Educational level distribution of respondents................................................................................29
Table 5: Income distribution of respondents................................................................................................30
Table 6: Purchase Frequency distribution of respondents............................................................................30
Table 7: Frequency distribution of respondents' purchase suggestions........................................................31
Table 8: Frequency distribution of factors affecting respondents' purchase intention.................................32
Table 9: Cronbach’s Alpha test results.........................................................................................................33
Table 10: Evaluation results of the independent factor measurement scale.................................................35
Table 11: The results of EFA analysis..........................................................................................................35
Table 12: Evaluation results of the mediating factor measurement scale....................................................36
Table 13: The results of EFA analysis..........................................................................................................37
Table 14: Evaluation results of the dependent factor measurement scale....................................................38
Table 15: The results of EFA analysis..........................................................................................................38
Table 16: Examine the correlation between independent variables and intermediate variable (BI)............40
Table 17: Examine the correlation between independent variables and intermediate variable (CCI).........40
Table 18: Examine the correlation between intermediate variables and the dependent variable (CL)........40
Table 19: Regression analysis for independent variables and intermediate variables (BI)..........................41
Table 20: Regression analysis for independent variables and intermediate variable (CCI).........................42
Table 21: Regression analysis for intermediate variables and dependent variables (CL)............................42
Table 22: Evaluating the intermediate impact..............................................................................................43

2. List of figures
Figure 1.1: Reference research model 1.......................................................................................................13
Figure 1.2: Reference research model 2.......................................................................................................14
Figure 1.3: Reference research model 3.......................................................................................................14
Figure 1.4: Reference research model 4.......................................................................................................15
Figure 1.5: Proposed research model............................................................................................................19
Figure 2.1: The research process..................................................................................................................21
Figure 2.2: Basic Intermediate Variable Model...........................................................................................27
 LIST OF ACRONYMS AND TERMS
Acronyms/Terms Definition

Cronbach’s alpha Cronbach’s alpha test, α (or alpha coefficient) has the function of
reflecting the degree of close correlation between observed
variables in the same factor, checking which observed variables are
suitable and not suitable for inclusion in the scale. measure.

CSR Corporate Social Responsibilities

EFA Exploratory factor analysis

 7

INTRODUCTION
1. Research overview
The fashion industry over the decades now has a strong growth and influence
globally. In the past, this industry was often thought of as a field concerned only with the
production and consumption of clothing, accessories and other fashion products.
However, in recent years, the fashion industry has become a large-scale industry with
great economic and cultural influence. It is impossible not to mention the factors that have
helped the fashion industry to emerge significantly such as e-commerce, consumer
interest and shopping trends, the development of many brands and trends, along with the
development of technology. According to a report by market research firm Statista, the
revenue generated by the global apparel market gradually increased from 2015 until 2020,
when the coronavirus (COVID-19) pandemic severely affected operations retail action. In
2022, the revenue of this market is about 1.53 trillion US dollars, the revenue is
forecasted to grow to more than 1.7 trillion dollars by 2023. In Vietnam, the fashion
industry is also experiencing significant development. According to AZ, the average
spending of Vietnamese on fashion is 13.9%, second only to spending on food (32.9%)
and savings (14.9%). However, the rapid development of the fashion industry does not
come without negative effects. As reported by Christine Roon BBC News, the fashion
industry accounts for about 8-10% of global carbon emissions and almost 20% of
wastewater. And while the environmental impact of air travel is now well known, fashion
sucks up more energy than the aviation and transportation industries combined. The
fashion industry encourages overconsumption and creates a constant impulse to shop new.
This leads to a waste of resources and creates financial and environmental negativity.
According to a report from McKinsey, most newly purchased fashion products are only
used about 7-10 times before being thrown away or no longer used.
So how can fashion companies create sustainable products with customers,
increase brand awareness as well as customer engagement, thereby increasing their
loyalty to customers? That is CSR - Corporate Social Responsibility. Business trends in
the world increasingly encourage businesses to treat social issues responsibly. Consumers
 8

are increasingly interested in the social behavior of businesses (Knowles & Hill, 2001).
The implementation of CSR has become an important factor in the business activities of
fashion companies. From the use of recycled materials to sustainable supply chain
management to ensuring good working conditions for workers, fashion businesses are
making specific commitments to social and environmental responsibility. Patagonia, an
outdoor clothing and gear company, has been a leader in environmental sustainability.
They launched the “Worn Wear” campaign, encouraging customers to repair and reuse
their products rather than buying new ones. Patagonia also commits a portion of their
sales to environmental causes and uses recycled materials in their products. Besides,
fashion companies also have social responsibility and community cohesion: participate in
charity activities and make positive contributions to society. This can involve supporting
local communities, charitable initiatives and promoting diversity and inclusion. In
Vietnam, a number of fashion companies have also applied CSR activities and
implemented specific campaigns to address social and environmental issues. For instance,
Vinatex (Vietnam Textile and Garment Group): Vinatex actively participates in CSR
activities, focusing on sustainable production activities, environmental protection and
social welfare programs. They have invested in wastewater treatment systems and
conducted programs to improve the living standards of workers and local communities.
Customers today are becoming more socially conscious and are actively seeking
out brands that align with their values and demonstrate responsible business practices.
According to a survey by Nielsen, 73% of global consumers say they would change their
consumption habits to reduce their environmental impact. This indicates that customers
are not only seeking high - quality products but also expect brands to demonstrate a
commitment to social and environmental responsibility. The research topic, “The
Influence of Implementing Corporate Social Responsibility (CSR) on Customer Loyalty
in the Fashion Industry,” is chosen to explore the impact of CSR practices on customer
loyalty in the fashion sector. As consumer preferences increasingly favor socially
responsible brands, understanding the relationship between CSR and customer loyalty
becomes crucial for fashion companies. By examining successful CSR initiatives and
 9

their effects on customer loyalty, this research aims to provide valuable insights and
strategies for businesses to enhance brand reputation and build long-term customers.
2. Research Objectives
In this report, we mainly analyze the power of factors affecting customer loyalty
with businesses in the fashion sector. The research objectives include:
- To identify aspects of CSR in the fashion industry, develop and test a scale of
factors that influence customer loyalty.
- To evaluate and measure the level and direction of the influencing factors as
well as their influence on the development of the fashion industry through understanding
customer behavior and factors affecting customer behavior as well as the extent to which
customer loyalty when businesses implement CSR.
- To build appropriate marketing strategies and CSR strategies to attract
customers, drive sales as well as increase the market share of businesses in the fashion
field, becoming a trend - leading enterprise in the implementation of CSR.
By addressing these research objectives, the study aims to contribute to the
existing literature on CSR and its impact on customer loyalty in the fashion industry.
3. Research Scope
The scope of the study focused on CSR in the Vietnamese fashion industry. The
research concentrates on those who have purchased clothing items in Ho Chi Minh City
through an online survey using Google Form. The survey will last from 15/6/2023 to
15/7/2023.
4. Research Method
The research was conducted using a quantitative method through collecting
information and data via online survey - Google Form. In addition, the team also collected
secondary data sources (related reports, media, research, etc.) to help the research model
achieve the best results.
After collecting a sufficient number of samples, the research team will test the
hypotheses and research model. The team used SPSS 25 software (Statistical Package for
the Social Sciences 25) to analyze the data in 3 steps: (1) Descriptive statistics, (2)
 10

Testing the reliability coefficient Cronbach’s alpha, (3) Exploratory Factor Analysis
(EFA). The method of Multiple Linear Regression (MLR) was used with processed data
to indicate how independent variables will affect the dependent variable in the research
model. Finally, the team utilizes the Bootstrapping method to evaluate the moderating
impact of the framework.
 11

CONTENT
CHAPTER 1: LITERATURE REVIEW
1.1. Definitions
1.1.1. CSR
There is a wide consensus between researchers in academia that CSR contains an
important element of economic, legal, ethical, and philanthropic aspects (Carroll, 1991;
Lee et al., 2013; Lo, 2020; McWilliams & Siegael, 2001; Rashid, Khalid, & Rahman,
2015; Wang & Han, 2017). CSR's most representative scholar, (Carroll (1979)), defined
CSR as the economic, legal, ethical and philanthropic expectations that society has toward
business at a given point in time. Through the CSR pyramid, he devised a theoretical
framework by classifying the four responsibilities.
CSR stands for Corporate Social Responsibility, which refers to a company's
voluntary actions to take responsibility for the social and environmental impacts of its
business operations. The philosophical view of CSR has evolved since its first appearance
in the 1950s (Carroll, 2015). These days, CSR is broadly understood as the role a
company plays in society, taking into account all the moral obligations that maximize the
positive impact and minimize the negative impact it has on its surroundings (Maignan &
Ferrell, 2001) (Salmones, Crespo, & Bosque, 2005). El Akremi, Gond, Swaen, De Roeck,
& Igalens, 2018 recently defined CSR as “an organization’s context-specific actions and
policies that aim to enhance the welfare of stakeholders by accounting for the triple
bottom line of economic, social and environmental performance”. The main goal of CSR
is to create shared value for both the company and society by addressing social and
environmental concerns through business actions.
1.1.2. Customer Loyalty
A widely accepted meaning of customer loyalty comes from Jacoby and Chesnut
(1978), which has gained global recognition. Their definition states that customer loyalty
is a result of psychological processes that lead to a biased behavior exhibited by
consumers over time towards one or more brands from a group of brands. This biased
behavior is in comparison to other alternative brands available in the market. (Moisescu,
 12

2017). Currently, most researchers agree with a conventional two-fold outlook on

customer loyalty: behavioral and attitudinal (Cossío-Silva, Revilla-Camacho, Vega-
Vázquez, & Palacios-Florencio, 2016). This perspective is based on the fact that repeat
purchase action alone cannot differentiate between genuine loyalty and insincere loyalty
(Dick & Basu, 1994; Moisescu, 2017). To establish the authenticity of customer loyalty,
psychological commitment and a favorable brand attitude are essential elements. Thus,
attitudinal loyalty encompasses cognitive, affective, and conative factors, while
behavioral loyalty reflects the recurring purchase conduct. Attitudinal loyalty serves as a
catalyst for repeat patronage (Cossío-Silva et al., 2016).
1.1.1. Brand Image
Brand image has been an interesting topic of discussion in marketing since the
1950s (Cho, Fiore, & Russell, 2015). Keller (1993) declared that brand image was defined
as perceptions about the brand, as unveiled by the brand associations retained in the
buyer’s mind. Brand image is a fundamental component of brands, differentiating them
from their competitors (Aaker, 1996; Kapferer, 1997). A company or its products/services
that regularly retain a positive image by the public would indeed receive a more favorable
position in the market, sustainable competitive advantage, and increase market share and
performance (C. W. Park et al., 1986; Sondoh Jr et al., 2007). Therefore, creating a
positive brand image remains a top priority for many companies (Cho et al., 2015).
1.2. Literature review
The research model is developed based on the following research topics.
1.2.1. Min-Hsin Huang, Zhao-Hong Cheng, I-Chun Chen (2017), “The
importance of CSR in forming customer company identification and
long-term loyalty”.
This study uses a latent growth curve model to examine how customer
perceptions of service quality and corporate social responsibility (CSR) affect CCI
over time. In addition, a comparative analysis is conducted to compare the long-
term effectiveness of service quality versus CSR in forming CCI. Research data
was collected from restaurants in Taiwan with 213 surveys. The results indicate
that customers' perceptions of service quality, CSR affect CCI and relationship
 13

investments are more effective over the long term when service firms shift their
investment priority over time from achieving high service quality to increasing
consumers’ belief in the firm’s commitment to CSR. The model proposed in this
research:

Figure 1.1: Reference research model 1

1.2.2. Chen-Ying Lee, Wei-Chen Chang, Hsin-Ching Lee, (2017), “An
investigation of the effects of corporate social responsibility on corporate
reputation and customer loyalty-Evidence from the Taiwan Non-life
insurance industry”
This study uses a survey method to assess consumers' perceptions of CSR
activities of the non-life insurance industries to investigate the impacts of CSR on
the company's reputation and customer loyalty. Research data was collected from
consumers who have purchased insurance in Taiwan with 362 surveys. The results
indicate that CSR activities have a significant positive effect on corporate
reputation, customer loyalty and brand image. Furthermore, the study points out
the mediating role of brand image in CSR, company reputation and customer
loyalty. The model proposed in this research:
 14

Figure 1.2: Reference research model 2

1.2.3. Ali Raza, Amer Saeed, Muhammad Khalid Iqbal, Umair Saeed, Imran
Sadiq and Naveed Ahmad Faraz (2020), “Linking corporate social
responsibility to customer loyalty through co-creation and customer
company identification: Exploring sequential mediation mechanism”.
The research employed the partial least square based structural equation
modeling (PLS-SEM) to test the conceptual model to investigate how banks’ CSR
activities generate positive customer responses in the form of co-creation
(CoCreat), customer-company identification (CCI), and loyalty (CL). Through the
survey of 280 banking customers in Pakistan, CSR has been shown to be a
multidimensional formative construct that affects both directly and indirectly
customer loyalty. The relationship between CSR and customer loyalty has been
found to have a sequential partial influence on co-creation and CCI. Moreover,
CCI has a direct and significant impact on co-creation and customer loyalty. The
model proposed in this research:

Figure 1.3: Reference research model 3

 15

1.2.4. Abdulalem Mohammed, Basri Rashid (2018), “A conceptual model of

corporate social responsibility dimensions, brand image, and customer
satisfaction in Malaysian hotel industry”.
This study proposed a conceptual model to explain the relationship between
the dimensions of CSR, brand image and customer satisfaction. Through this
model, CSR dimensions may positively influence customer satisfaction, with brand
image mediating the relationship. The model proposed in this research:

Figure 1.4: Reference research model 4

1.3. Hypothesis development
Economic responsibilities are the responsibility of a company to generate profits
through economic activities, and it defines the maximization of earnings per share,
maintenance of competitive advantage, and continuous profits as indicators of successful
companies (Carroll, 1991). A strong economic background will help companies invest in
establishing brand image. Also, creating a brand image is not only a marketing strategy
but openly and directly affects the profitability of the firm (Akhtar, Xicang & Iqbal,
2017). Performing economic responsibility, companies can increase the effectiveness and
efficiency of marketing programs which ultimately enhance the brand image and
therefore, the company and its stakeholders can enjoy increased profit margins (Erdem et
al. 2002; Bendixen et.al. 2004). Therefore, we hypothesize that:
H1: Economic CSR positively influences Brand image
 16

The legal CSR is related to conducting a fair business and meeting or exceeding all
applicable legal requirements at local, state, and federal levels (Carroll, 1991; Lee et al.,
2013). Beckwith and Lehman (1975) asserted that CSR activities have a direct/indirect
effect on achieving the goals of a company and help to promote the positive image of a
company's products and services. According to Koh H-K et al. (2022), a company that
performs consistently with the prospects of the government and abides by the laws is
likely to have a favorable influence on a brand’s image. In the current socioeconomic
environment, in order to have a better brand image, accountability to societal and legal
commitment is essential for any company (Balmer, 2001; Ind, 1997). This is further
supported by Fan (2005) who states that companies that behave as well as keeping itself
honest, diverse, legally responsible, accountable and respectable attract the most attention
from society, hence, increasing its brand image.
Using fur, animal skin, and other similar materials in the production of fashion
products, particularly in luxury fashion brands, has a detrimental impact on the perception
of customers. This practice creates a negative image, as it raises concerns about animal
welfare and ethical sourcing. A case in point is Timberland, which faced customer
complaints after Greenpeace highlighted the potential use of leather from suppliers that
harm wild animals. This incident underscores the importance of adhering to business
regulations in order to cultivate a brand image that resonates positively with consumers.
Therefore, we hypothesize that:
H3: Legal CSR positively influences Brand Image
The ethical dimension was described by Carroll and Shabana (2010) as the
voluntary activities of the firm to promote and pursue social goals extending over and
beyond their legal responsibilities. Ethical responsibilities cover strategies for
environmental sustainability, civil rights, and moral norms/values acknowledged in
society (Carroll, 1991). While businesses obtain profits from the public, they have a
responsibility to act in an ethical manner so that society can benefit from them (Hsieh,
2009, Tsoi, 2010); this in turn becomes a competitive advantage (Mahmood &
Humphrey, 2013) that enables the firm to create a positive image in society and obtain
greater profits (Bondy, Moon, & Matten, 2012). For a company to have a strong brand
 17

one must incorporate ethical responsibilities as an important identity (Iglesias and Ind,
2016), further communicating ethical commitment with customers throughout (Balmer
2001; Ind 1997; Rindell et al. 2011). Moreover, an investigation conducted by Zhang and
Cui (2018) proposed that the implementation of economic and ethical corporate social
responsibility (CSR) initiatives by a fashion company will have a favorable impact on
customers' perceptions of its image. Therefore, we hypothesize that:
H5: Ethical CSR positively influences Brand Image
Lastly, philanthropic responsibility corresponds to the improvement in the quality
of life for society at large by providing the company's resources, facilities, and employee
time to the society for free (Carroll, 1991; Wang & Han, 2017). Moreover, it also refers to
the degree to which the company core values meet the philanthropic expectations of
society, whether it is employee volunteers, educational sponsorship or community
participation. Any company’s philanthropy can help a company to establish brand loyalty,
recognition and establish a reputation; promoting oneself as a responsible firm (Sanchez,
2000). Researchers (e.g., Hess et al., 2002; Smith & Stodghill, 1994; Vidaver-Cohen &
Altman, 2000) state that corporate philanthropic undertakings are an excellent marketing
strategy to build a brand and to expand globally. They further elaborate that; many
governments persuade corporations to provide donations through tax incentives for the
betterment of public goods. If a firm carries out social CSR like helping charitable
organizations and financing charitable programs, it will be able to improve its brand
image (Koh H-K et al., 2022). Therefore, we hypothesize that:
H7: Philanthropic CSR positively influences Brand Image
Customer – company identification dependent on social identity theory generally
illustrates the psychological state of consumers toward a company (Atakan-Duman and
Ozdora-Aksak, 2014; Fatma et al., 2018). Based on social identity theory, it claims that
people tend to locate and define themselves into specific social categories after a
cognitive categorization process, when they find some similarities and overlap with the
compared group (Tajfel and Turner, 1979; Bi et al., 2018). In this way, C–C identification
can be ascribed as a specific social categorization after which customers attempt to build a
strong emotional attachment toward a company (Fatma et al., 2018, 2020; Chu and Chen,
 18

2019). When customers identify with their target groups, a sense of belonging will be
instilled into their mind (Chu and Chen, 2019). Similarly, customers incline to ascribe
themselves with those groups which they conceive socially responsible and distinctive
from others. In the professional and business settings, customers who identify with a
socially responsible company are more likely to endorse its products and services.
Previous studies have confirmed the positive relationship between CSR and CCI. An
organization with a good reputation of being socially responsible could help to fulfill
customer self-definitional needs, thus positively affecting his/her identification with an
organization. Customers’ opinions about an organization’s values can be strengthened by
CSR initiatives of companies. Therefore, we hypothesize that:
H2: Economic CSR positively influences Customer - Company Identification
H4: Legal CSR positively influences Customer - Company Identification
H6: Ethical CSR positively influences Customer - Company Identification
H8: Philanthropic CSR positively influences Customer - Company
Identification
Armstrong and Kotler (2000) asserted that a good brand image easily obtains
customers’ goodwill and trust, and the customer will develop repeat purchase behavior for
a particular brand. Thus, consumers will contribute not only to the sale of goods, but also
to their loyalty to a particular brand (Lee et al., 2017). Linking between brand image and
customer loyalty also was revealed in some prior studies (Anwar et al., 2019; Hsieh et al.,
2018; Tu et al., 2012). Besides, some previous empirical outcomes have explained that a
favorable image (i.e., brand, shop/retail) will direct to loyalty (Anwar et al., 2019; Hsieh
et al., 2018; Tu et al., 2012). Therefore, we hypothesize that:
H9: Brand Image positively influences Customer Loyalty
In the seminal work of Bhattacharya and Sen (2019), it has been asserted that once
a customer identifies with the company, then they show company favoring responses.
Customers’ positive in-role and extra-role behavior are just two types of these companies
supporting responses. C-C identification emotionally and psychologically attaches the
customer to the company (Bhattacharya and Sen, 2003) and positively results in customer
loyalty (Marin et al., 2009). In a customer - company relationship, commitment built
 19

through the identification process results in stable and long-term relationship with the
company (Bhattacharya and Sen, 2003). Identified customers tend to show the repurchase
intention and loyalty behavior (Ali Raza et al., 2020). Since customers tend to identify not
only with products or services, but also with the company, their loyalty may be gained
even with minor changes during the development of product and services (Bhattacharya
and Sen, 2003). Previous research has also provided empirical evidence of a positive
relationship between CCI and customer loyalty (Haumann et al., 2014; Homburg et al.,
2009). Therefore, we hypothesize that:
H10: Customer – Company Identification positively influences Customer
Loyalty
1.4. Proposed research model
Based on all the hypotheses and evidence from various studies, the team has
proposed the following research model for the topic:

Figure 1.5: Proposed research model

 20

The model includes 10 hypotheses:

H1: Economic CSR positively influences Brand Image
H2: Economic CSR positively influences Customer - Company Identification
H3: Legal CSR positively influences Brand Image
H4: Legal CSR positively influences Customer - Company Identification
H5: Ethical CSR positively influences Brand Image
H6: Ethical CSR positively influences Customer - Company Identification
H7: Philanthropic CSR positively influences Brand Image
H8: Philanthropic CSR positively influences Customer - Company Identification
H9: Brand Image positively influences Customer Loyalty
H10: Customer – Company identification positively influences Customer Loyalty
 21

CHAPTER 2: RESEARCH METHODOLOGY

1.1. Research process
This study is applied by the authors of the main research approach is quantitative
research and non-experimental methods through the use of online survey questionnaires to
investigate, and gather opinions from subjects directly related to the subject. There are
also other complementary methods such as documentation research methods and
statistical analysis. The process of steps for the team to implement this research topic
consists of 8 key steps listed below:

Figure 2.1: The research process

Step 1: Identify and select the research subject:
- Identify a research topic that aligns with your goals and area of interest.
- Select a specific research subject, including its characteristics and scope.
Step 2: Overview of the research subject and model:
- Conduct a literature review and create an overview of the research subject,
including key aspects related to the topic.
 22

- Build a detailed research model, including factors, variables, and their

relationships.
Step 3: Theoretical framework:
- Research and examine relevant studies, theories, and concepts related to the
research topic.
- Establish a theoretical framework for the research by applying appropriate
theories and models.
Step 4: Identify the research methods:
Qualitative research:
- Literature review on CSR in the fashion industry to understand key aspects and
standards.
- Analyzing the relationship between CSR implementation, customer loyalty, and
related variables.
- Consulting experts in fashion and CSR through interviews and sessions.
- Evaluating and adjusting key variables based on expert feedback.
- Analyzing qualitative survey data and synthesizing findings.
- Conducting a qualitative survey with fashion industry professionals and
stakeholders.
- Evaluating and analyzing survey results to draw conclusions on CSR’s influence
on customer loyalty.
Quantitative research:
Quantitative research was carried out to test scale and model through a small
number of samples to then evaluate the necessary parameters. Specific process as follows:
- Conduct a preliminary survey with 385 samples. For statistical processing of
collected data, SPSS were used to analyze the descriptive statistics, reliability coefficient
(Cronbach’s alpha) as well as confidence factor analysis (EFA) to evaluate the model as
well as calibrate the questionnaire.
- Once the evaluated results have been summarized, the reliability and exploratory
factor analysis will be taken into account along with the observed variables and
 23

satisfactory scale. These will be preserved and made ready for the official and final study
section.
- The formal research process will be conducted in the form of a survey of
individuals in the 2 groups. The minimum sample size will be argued to be 385. The
important aspect of this process is to test the model using multiple regression analysis to
evaluate the varying impact of CSR on the fashion industry.
Step 5: Preliminary scales and questionnaire design:
- Develop appropriate scales and questionnaires to gather data from the research
subject.
- Ensure the accuracy, completeness, and reliability of the questions and scales.
Step 6: Conduct the survey:
- Collect data from the research subject using the designed scales and
questionnaires.
- Ensure adherence to the proper process and ensure the security and reliability of
the collected data.
Step 7: Data processing and analysis:
- Process the collected data, including checking, filtering, and encoding the data.
- Use appropriate data analysis methods to understand, summarize, and analyze the
results.
Step 8: Conclusion and managerial implications:
- Draw conclusions from the data analysis results and compare them with the initial
research objectives.
1.2. Sample selection process
1.2.1. Determining the sample size
According to Yamane Taro (1967), the determination of sample size is divided into
two cases: unknown population, known population. The subjects of the research are
people who are living and working in Ho Chi Minh City and have an interest in the
fashion industry. Since there is not enough information about the population size, our
study determines the sample size by the method of not knowing the population size in
advance.
 24

Determine the sample size based on the following formula:

P (1−P)
n = Z2 x
E2
0.5(1−0.5)
=> n = 1.962 x = 384.16
0.052
With:
n: Sample size to be determined.
P: The estimated sample size ratio N is successful. We choose P = 0.5 so that the
product P(1 - P) is the largest, this ensures safety for the sample n estimates.
Z: The standardized z-value associated with the level of confidence. The study
used a conventional 95% confidence corresponding to Z = 1.96.
E: Acceptable tolerance level of error. The error ratio is used as ± 0.05 (5%)
⇒ In conclusion, our group decided to choose the total number of participants as 385
participants.
1.2.2. Sampling technique
Our group chose a sample using a non-probability sampling method, namely
selecting a convenience sampling and germination development.
1.2.3. Sampling method:
To ensure that the desired number of samples is n = 385 presented above, the
team's approach is indirect via the Internet (the official questionnaire is designed via
Google form). The group proposed the survey in the specific way as follows:
We send a survey link via Facebook, Messenger. Here, the team will use the non-
probability sampling technique – germination development. Specifically, initially, the
researcher will select the clue respondents. They are selected randomly based on the
student’s class list or relationship. After completing an online questionnaire, these
respondents will continue to select their next respondents based on their relationship.
Our group chooses an online survey in Google Forms.
1.3. Quantitative research
Quantitative research is research that focuses on designing quantitative
observations for variables, measuring methods, analyzing and explaining relationships
 25

between variables based on quantitative relationships. The quantitative data part is

explained by statistical analysis based on mathematical principles to help test the
hypotheses and ensure the objectivity of the research model. This method has the
following strengths and limitations:
Strengths of this method include:
- Replication: Repeating the study is achievable because of defined data collection
techniques and realistic definitions of abstract notions.
- Direct comparisons of outcomes: The study can be repeated in other cultural
situations, times or with different sets of volunteers. Results can be compared statistically.
- Large samples: Data from large samples can be processed and evaluated utilizing
reliable and consistent techniques through quantitative data analysis.
- Hypothesis testing: Using organized and established hypothesis testing
techniques means that you have to thoroughly analyze and report your study variables,
predictions, data collection and testing methodologies before reaching a conclusion.
Despite the benefits of quantitative research, it is occasionally inadequate in
discussing difficult study issues. Its limitations include:
- Superficiality: Using precise and tight operational definitions may inadequately
reflect complicated concepts. For example, the concept of mood may be represented with
merely a number in quantitative research but discussed with detail in qualitative research.
- Narrow focus: Predetermined variables and measurement methodologies can
mean that you ignore other pertinent observations.
- Structural bias: Despite established techniques, structural biases can nevertheless
impair quantitative research. Missing data, inaccurate measurements, or incorrect sample
procedures are biases that can lead to wrong findings.
- Lack of context: Quantitative research often exploits artificial settings like
laboratories or fails to address historical and cultural circumstances that may affect data
gathering and results.
1.3.1. Cronbach’s Alpha:
Cronbach’s Alpha test is used to assess the reliability of a set of observed variables
used to measure the characteristics of a representative factor. It reflects the contribution of
 26

the observed variables to the measurement of a factor concept. A good Cronbach’s Alpha
analysis result indicates that the observed variables are reliable in reflecting the
characteristics of a factor, demonstrating that the study has obtained a good scale for the
representative factor. The Cronbach’s Alpha test must satisfy the following conditions:
(1) The Cronbach’s Alpha coefficient is greater than 0.6 (Hoang and Chu, 2008,
p.24)
(2) The correlation coefficient with the total variable of the observed variables is
greater than 0.3 (Nunnally, 1978)
1.3.2. Exploratory Factor Analysis (EFA)
The purpose of conducting Exploratory Factor Analysis (EFA) is to reduce the
interdependent observed variables into a smaller group of fewer observed variables to
measure the concept of factors. Therefore, after testing the reliability of the Cronbach’s
Alpha scale, the group proceeds to analyze the EFA factors using the “Principal
component” method and choose the Varimax rotation. The EFA analysis needs to meet
the following conditions:
(1) KMO coefficient: to indicate the appropriateness of EFA, when 0.5 ≤ KMO ≤
1.
(2) The observed variables are interrelated in the overall population if the Bartlett’s
test accepts the hypothesis of correlation between the observed variables, with statistical
significance (sig ≤ 0.05) (Hoang & Chu, 2005). Observed variables with a correlation
coefficient with the total variable < 0.3 are excluded to have differentiation between
factors.
(3) The factor loading of observed variables > 0.5 is the optimal value to create
convergence (Hair et al., 1998, p.111). However, depending on the sample size, the factor
loading of observed variables may be acceptable. In this study, with a sample size of n =
340, the research team will accept observed variables if the factor loading of observed
variables > 0.5.
(4) The scale is accepted when the total extracted variance ≥ 50% (Hair et al.,
1998; Gerbing & Anderson, 1988).
(5) Eigenvalue > 1 (Gerbing & Anderson, 1988).
 27

1.3.3. Multiple Linear Regression (MLR)

Multiple Linear Regression is conducted to test the hypotheses regarding the
relationships between variables and determine the impact of independent variables on the
dependent variable. The multiple linear regression equation is in the form of:

Y = β0 + β 1 X 1 + β 2 X 2 +...+ β n X n

1.3.4. Evaluating the intermediate impact Bootstrapping

An intervening variable, also known as a mediator or mediating variable, refers to
the act of intervening in the relationship between cause and effect, shifting it from
independence to dependence. The evaluation of an intervening variable involves
determining whether it truly intervenes in the relationship between independence and
dependence, and if so, understanding the manner in which it does so.
Bootstrapping is a resampling technique used to estimate the indirect effect (a*b)
in each resampled dataset from a sample dataset. This process is repeated to create a
distribution of the product ab, which allows for the formation of confidence intervals for
the indirect effects (Preacher and Hayes, 2004).

Figure 2.2: Basic Intermediate Variable Model

Numerous studies have shown that Bootstrapping is the most effective method for
assessing intermediate relationships (Williams & MacKinnon, 2008; Preacher & Hayes,
2008; Zhao, Lynch & Chen, 2010). As a result, the use of Bootstrapping to handle
intermediate variables is widely prevalent in contemporary research.
 28

The condition for there to be an intermediate effect between X and Y is the

confidence interval of the bootstrap product (a*b) not containing the value 0, from which
we conclude that there is an indirect effect from X to Y.

CHAPTER 3: RESEARCH RESULTS

1.4. Sample Descriptive Statistics
This study selected respondents who were between the ages of 14 and 37, currently
living in Ho Chi Minh City and interested in the field of fashion. Out of the 420
questionnaires sent to the respondents, 392 questionnaires were collected, the rate of the
response was 93,33 percent, of which 7 tables were invalid because respondents answered
the same level for all questions or missed a lot of information. As a result, 385 valid
questionnaires were used to do data analysis. Data is encrypted, imported, cleaned,
processed and analyzed through the SPSS 25.0 software.
AGE

Frequency Percent

From 14 to 25 163 42.3

From 26 to 37 222 57.7
Total 385 100.0
Table 1: Age distribution of respondents
In general, descriptive statistics on age show that the majority of respondents are in the
age group from 26 to 37 accounted for 57.7% and the age group from 14 to 25 accounted
for 42.3%. According to recent research studying social media usage statistics by age, as
of 2023, US adults from 27 to 42 are the biggest users of social media. And in Vietnam,
this is the age group with the largest population according to the Digital 2023: Vietnam
report on the datareportal website. This proves that the respondents contributing to the
most valuable assessments for the study are the group of subjects with the age of 26-35.
Besides, the important reason is that they usually have access to social media and
continuously keep up with fashion trends and especially the understanding of CSR
 29

through research articles than people in the 14 to 25 age group. However, the difference is
not too large because teenagers between the ages of 14 and 25 also have a high level of
using the Internet as well as shopping.
GENDER

Frequency Percent

Male 135 35.1

Female 250 64.9
Total 385 100.0
Table 2: Gender distribution of respondents
In terms of gender, there is a significant difference between the proportion of men and
women participating in the survey. Out of 385 valid respondents, there are 135 male,
equivalent to 35.1%, 250 respondents are female, equivalent to 64.9%. This is
comprehensible because women are always the most interested in shopping, especially the
fashion industry.
EDUCATION

Frequency Percent

Secondary school 20 5.2

High school 57 14.8
University 134 34.8
Postgraduate 174 45.2
Total 385 100.0
Table 3: Educational level distribution of respondents
Regarding education level, descriptive statistics on training levels show that the majority
of respondents have bachelor's degrees and above. The respondents’ education level
comprised more than two thirds of the respondents who are undergraduate (34.8%) and
postgraduate (45.2%), followed by high school (14.8%) and secondary school (5.2%).
Thus, the age group participating in the interview has an effect on the percentage of
respondents' education level. Specifically, the percentage of respondents who have
 30

graduated is consistent with the percentage of the main surveyed age group. Besides, this
also proves that education level determines respondents’ understanding of CSR and
concern about issues related to the influence of CSR. They have enough in-depth
knowledge to be
able to receive information and analyze problems from scientific research, reports,
newspapers,...
INCOME
Frequency Percent

Less than 5 million VND 66 17.2

5 - 10 million VND 160 41.5
10 – 15 million VND 110 28.5
Over 15 million VND 49 12.8
Total 385 100.0
Table 4: Income distribution of respondents
In terms of respondents’ income, the income group from 5 to 10 million VND
accounts for the largest percentage (41.5%). Besides, the proportion of income groups
from 10 to 15 million VND also accounts for more than one quarter of the total, followed
by less than 5 million VND (17.2%) and over 15 million VND (12.8%). Generally,
income also significantly affects the fashion shopping behavior of the respondents. The
lower the income, the lower the demand for fashion items. Instead, they prioritize
shopping for essential goods that provide for their daily life. That leads to a decrease in
the level of interest in the fashion industry. Thus, it shows that the respondents with upper
middle income make up almost half of the total, which indicates that they would make a
valuable judgment for this study.
PURCHASE FREQUENCY

Frequency Percent
Less than 5 times 130 33.77
From 5 - 10 times 159 41.30
 31

From 10 - 15 times 74 19.22

Over 15 times 22 5.71
Total 385 100.0
Table 5: Purchase Frequency distribution of respondents
Regarding purchase frequency, the frequency of respondents buying fashion items
is mainly from 5 to 10 times per month, accounting for 41.3%. Next, the group less than 5
times per month accounts for 33.7% of the total frequency groups. The remaining two
frequency groups are over 15 times per month and from 10-15 times per month,
respectively accounting for 5.71% and 19.22%. Since up to 60% respondents with lower
middle income leads to less frequency of purchases which shows through two groups: less
than 5 times and from 5 to 10 times.
HOW THEY CHOOSE A BRAND FOR PURCHASING

Frequency Percent

Famous brand 233 20.24

Recommend by friends and relatives 263 22.85
Through advertising 229 19.90
Suggestions from social networks 226 19.64
KOL, KOC 200 17.38

Total 1151 100.00

Table 6: Frequency distribution of respondents' purchase suggestions

Descriptive statistics on factors that motivate respondents to choose brand fashion
showed that factors account for relatively equal proportions. The most influential factor in
choosing is the recommendation of friends and relatives, namely 22.85%. Famous brands
are the second most popular factor, accounting for 20.24%. In addition, advertising,
suggestion from social networks, KOL/KOC account for 19.9%, 19.64%, 17.38%
respectively. This result is reflected in the fact that today, word of mouth marketing is no
longer offline by word of mouth (organic word-of-mouth marketing), but also spread
online through statuses, stories, posts on social networks, called amplified word-of-mouth
 32

marketing. According to data from SocialHeat, 78% of Internet users are influenced by
the advice of people they trust. In which, 49% of consumers make purchasing decisions
based on influencer recommendations. Thus, this partly strengthens the reliability of the
above results.
FACTORS AFFECTING FASHION PURCHASING DECISIONS

Frequency Percent

Price (cheap, affordable, discount, ...) 240 19.09

Fabric quality 192 15.27

Beautiful design 237 18.85
Follow the trend 174 13.84
Number of purchases 207 16.47
Good review 207 16.47
Total 1257 100.00
Table 7: Frequency distribution of factors affecting respondents' purchase intention
Based on the collected data, price and beautiful design are approximately equal, both have
approximately 240 people (corresponds to about 19%) to choose them as the factors
influencing purchase intention. Next, there are 207 respondents (corresponds to 16.47%)
choosing the number of purchases as the factors affecting fashion purchase decisions, the
same rate in the choice of good review. The fabric quality and following the trend occupy
respectively 15.27% and 13.84%. According to study, consumers will evaluate the
reasonableness or appropriateness of the price for a product or service and compare the
prices charged by other competing businesses (Chen, Gupta, and Rom 1994; Gauzente
and Roy 2012; Han and Ryu 2009; Jayasingh and Eze 2012; Kukar-Kinney, Walters, and
MacKenzie 2007; Palazón and Delgado 2009; Watchravesringkan, Yan, and Yurchisin
2008). Although consumers’ clothing interest is positively related to their purchase
intention (Son et al. 2013; Vikkraman and Sumathi 2012), this relationship is moderated
by the level of price consciousness. In other words, price-conscious consumers of
Generation Y may not intend to buy a certain brand of clothing even though they have a
 33

strong interest in the clothing (Tat Huei Cham and associates (2017). Thus, it proves that
price is an important factor affecting fashion purchasing intention.
Thus, it can be seen that the size and structure of the research sample are consistent
with the requirements of the research design and ensure representativeness of the
population.
1.5. Scale reliability test - Cronbach's Alpha
The Cronbach's Alpha coefficient was sequentially validated for all variables in the
measurement. The final results showed that all observed variables met the conditions,
with the Cronbach's Alpha coefficient ranging uniformly above 0.6, indicating an
extremely good scale. Furthermore, the correlation coefficients, which ranged from 0.3 to
greater, demonstrated that the scale was well constructed, meeting the reliability
requirements.
Table 8: Cronbach’s Alpha test results

Scale Mean if Scale Variance if Corrected Item- Cronbach’s Alpha if

Item Deleted Item Deleted Total Correlation Item Deleted

1. ECONOMIC CSR (EcC): Cronbach’s Alpha = 0.810

EcC 9.43 5.694 .708 .693

1

EcC 9.72 5.834 .634 .765

2

EcC 9.49 5.412 .641 .762

3

2. LEGAL CSR (LC): Cronbach’s Alpha = 0.856

LC1 9.63 7.042 .737 .792

LC2 9.49 6.610 .715 .814

LC3 9.45 6.774 .737 .791

 34

3. ETHICAL CSR (EtC): Cronbach’s Alpha = 0.881

EtC1 9.44 7.622 .764 .838

EtC2 9.40 8.761 .751 .852

EtC3 9.60 7.366 .804 .800

4. PHILANTHROPIC CSR (PC): Cronbach’s Alpha = 0.874

PC1 13.49 15.657 .763 .829

PC2 13.40 15.761 .683 .858

PC3 13.09 14.807 .721 .844

PC4 13.39 14.759 .761 .827

5. BRAND IMAGE (BI): Cronbach’s Alpha = 0.830

BI1 14.96 9.957 .658 .789

BI2 14.72 11.718 .663 .788

BI3 14.76 11.000 .630 .798

BI4 14.61 10.286 .698 .767

6. CUSTOMER - COMPANY IDENTIFICATION (CCI): Cronbach’s Alpha = 0.913

CCI1 23.49 30.813 .733 .900

CCI2 23.35 30.536 .751 .898

CCI3 23.22 31.381 .735 .900

CCI4 23.14 31.055 .776 .894

CCI5 23.20 30.733 .781 .893

CCI6 23.23 31.000 .757 .897

7. CUSTOMER LOYALTY (CL): Cronbach’s Alpha = 0.836

CL1 20.72 10.811 .700 .787

 35

CL2 20.93 13.351 .576 .820

CL3 20.83 12.045 .635 .804

CL4 20.76 12.676 .638 .804

CL5 20.84 12.534 .655 .799

No observed variables are removed and continue to be included in the Exploratory

Factor Analysis.
1.6. Exploratory factor analysis (EFA)
1.6.1. Exploratory Factor Analysis (EFA) for independent variables
Through the analysis of Cronbach's Alpha reliability test, the study still retains 28
observed variables belonging to 7 groups of factors. In the next step, in order to measure
the compatibility of the survey sample, the study uses the method of exploratory factor
analysis (EFA). Exploratory factor analysis EFA helps to discover conceptual research
structures, measure the convergence of observed variables by each factor, remove
unsatisfactory measurement variables, and ensure the scale is uniform. The analysis aims
to examine the relationship between the observed variables and assemble them into
groups of variables to explain the factors.
Table 9: Evaluation results of the independent factor measurement scale

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.764

Bartlett's Test of Sphericity Approx. Chi-Square 2400.975

df 78

Sig. 0.000

According to the statistic table, KMO value = 0.764 (0.5 <= KMO <= 1)
demonstrates the appropriate data to analyze factors. Bartlett’s Test of Sphericity has sig.
coefficients = 0.000 < 0.05, showing that the test is statistically significant, the observed
 36

variables are correlated with each other in the factor and satisfy the conditions for factor
analysis.

Eigenvalue = 1.865 > 1 at the 4th factor, so it can be concluded that the 4 factors
extracted from EFA have the best summary information of observed variables. At the
same time, the total variance extracted: Extraction Sums of Squared Loadings
(Cumulative %) = 76.087% > 50%, proving that 4 factors explain 76.087% of the
variation of the data.
Table 10: The results of EFA analysis

Component

1 2 3 4

EcC1 .882

EcC2 .825

EcC3 .835

LC1 .882

LC2 .864

LC3 .880

EtC1 .895

EtC2 .881

EtC3 .914

PC1 .860

PC2 .818

PC3 .841
 37

PC4 .871

All variables have a load factor greater than 0.7 that satisfies the analysis and there
is no observed variable in the two groups of factors that has a difference of load factor <
0.3. The exploratory factor analysis shows that the scales ensure convergent validity and
have practical significance, which can continue to be included in the next test.
1.6.2. Exploratory Factor Analysis (EFA) for mediating variable
Table 11: Evaluation results of the mediating factor measurement scale

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.863

Bartlett's Test of Sphericity Approx. Chi-Square 2047.386

df 45

Sig. 0.000

According to the statistic table, KMO value = 0.863 (0.5 <= KMO <= 1)
demonstrates the appropriate data to analyze factors. Bartlett’s Test of Sphericity has sig.
coefficients = 0.000 < 0.05, showing that the test is statistically significant, the observed
variables are correlated with each other in the factor and satisfy the conditions for factor
analysis.

Eigenvalue = 2.633 > 1 at the 2nd factor, so it can be concluded that the 2 factors
extracted from EFA have the best summary information of observed variables. At the
same time, the total variance extracted: Extraction Sums of Squared Loadings
(Cumulative %) = 68.642% > 50%, proving that 2 factors explain 68.642% of the
variation of the data.
Table 12: The results of EFA analysis

Component
 38

1 2

BI1 0.811

BI2 0.821

BI3 0.793

BI4 0.838

CCI1 0.820

CCI2 0.828

CCI3 0.816

CCI4 0.851

CCI5 0.855

CCI6 0.834

All variables have a load factor greater than 0.7 that satisfies the analysis and there
is no observed variable in the two groups of factors that has a difference of load factor <
0.3. The exploratory factor analysis shows that the scales ensure convergent validity and
have practical significance, which can continue to be included in the next test.
1.6.3. Exploratory Factor Analysis (EFA) for dependent variables
Table 13: Evaluation results of the dependent factor measurement scale

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.849

Bartlett's Test of Sphericity Approx. Chi-Square 681.207

df 10
 39

Sig. 0.000

According to the statistic table, KMO value = 0.849 (0.5 <= KMO <= 1)
demonstrates the appropriate data to analyze factors. Bartlett’s Test of Sphericity has sig.
coefficients = 0.000 < 0.05, showing that the test is statistically significant, the observed
variables are correlated with each other in the factor and satisfy the conditions for factor
analysis.

Eigenvalue = 3.034 > 1, so it can be concluded that the factor extracted from EFA
have the best summary information of observed variables. At the same time, the total
variance extracted: Extraction Sums of Squared Loadings (Cumulative %) = 60.687% >
50%, proving that the factor explains 60.687% of the variation of the data.
Table 14: The results of EFA analysis

Component

CL1 0.825

CL2 0.725

CL3 0.773

CL4 0.778

CL5 0.791

All variables have a load factor greater than 0.7 that satisfies the analysis and there
is no observed variable in the two groups of factors that have a difference of load factor <
0.3. The exploratory factor analysis shows that the scales ensure convergent validity and
have practical significance.
 40

1.7. Multiple Linear Regression

To check the relationship and correlation between variables, the research model is
tested by multiple linear regression with the value of each factor running the regression
being the average value of the observed variables belonging to that factor.
1.7.1. Pearson Correlation
We must consider the correlation between the variables prior to evaluating the
study model. Correlation matrix analysis uses the Pearson Correlation coefficient (r) to
measure the relationship between the dependent variable and each independent variable,
as well as between the independent variables.
If there is a strong correlation between two independent variables, it is possible
that these two variables are actually just one variable. Two independent variables have no
correlation (sig > 0.05), so it is almost impossible to have collinearity between these two
variables. Two independent variables are correlated (sig < 0.05) and the absolute value of
the correlation coefficient is greater than 0.7, the possibility of collinearity between them
is relatively high. To avoid multicollinearity, the correlation coefficient (r) must be
greater than 0.7.
With a model consisting of 4 independent variables, 2 intermediate variables and 1
dependent variable, the researcher decides to test the correlation 3 times.
Independent variables and the intermediate variable (BI)
Correlation coefficients
EcC LC EtC PC BI
EcC 1
LC .686 1
EtC .625 .680 1
PC .626 .570 .536 1
BI .663 .616 .603 .603 1
Table 15: Examine the correlation between independent variables and intermediate
variable (BI)
Independent variables and the intermediate variable (CCI)
 41

Correlation coefficients
EcC LC EtC PC CCI
EcC 1
LC .686 1
EtC .625 .680 1
PC .626 .570 .536 1
CCI .680 .651 .620 .611 1
Table 16: Examine the correlation between independent variables and intermediate
variable (CCI)
Independent variables and the intermediate variable (CL)
Correlation coefficients
CCI BI CL
CCI 1
BI 0.640 1
CL 0.625 0.632 1
Table 17: Examine the correlation between intermediate variables and the dependent
variable (CL)
All Sig values. are less than 0.05 and the correlation coefficient between the
variables is less than 0.7. Therefore, there is no multicollinearity between the variables,
suitable for regression analysis.
1.7.2. Multiple Linear Regression
Similar to the correlation test, the regression analysis will be divided into 3 parts:
Independent variables affect the intermediate variable (BI)
Research hypothesis Expected Regression Coefficient Sig. Result
results results
EcC -> BI Positive Positive 0.297 0.000 Accepted
LC -> BI Positive Positive 0.140 0.004 Accepted
EtC -> BI Positive Positive 0.159 0.000 Accepted
PC -> BI Positive Positive 0.203 0.000 Accepted
 42

Tests
R Square 0.543
Adjusted R Square 0.538
Sig 0.000
Table 18: Regression analysis for independent variables and intermediate variables (BI)
The regression results show that the Adjusted R Square coefficient is 0.538. This
means that the income dataset fits 53.8% to the built regression model, in other words, the
variables EcC, LC, EtC, PC explain 53.8% of the variability of the variable dependent on
BI. The remaining 46.2% is explained by out-of-model variables and random error.
The regression equation:
BI = 0.998 + 0.297 EcC + 0.203 PC + 0.159 EtC + 0.140 LC
The independent variables all have positive coefficients, showing that all factors
have a positive impact on Brand Image (BI). The order of influence is expressed through
regression coefficients respectively: EcC (0.297), PC (0.203), EtC (0.159) and LC (0.140)
Independent variables affect the intermediate variable (CCI)
Research hypothesis Expected Regression Coefficient Sig. Result
results results
EcC -> BI Positive Positive .284 0.000 Accepted
LC -> BI Positive Positive .180 0.000 Accepted
EtC -> BI Positive Positive .148 0.000 Accepted
PC -> BI Positive Positive .184 0.000 Accepted

Tests
R Square 0.576
Adjusted R Square 0.571
Sig 0.000
Table 19: Regression analysis for independent variables and intermediate variable (CCI)
The regression results show that the Adjusted R Square coefficient is 0.571. This
means that the income dataset fits 57.1% to the built regression model, in other words, the
 43

variables EcC, LC, EtC, PC explain 57.1% of the variability of the variable dependent on
CCI. The remaining 42.9% is explained by out-of-model variables and random errors.
The regression equation:
CCI = 0.953 + 0.284 EcC + 0.184 PC + 0.180 LC + 0.148 EtC
The independent variables all have positive coefficients, showing that all factors
have a positive impact on Customer - company identification (CCI). The order of
influence is expressed through regression coefficients respectively: EcC (0.284), PC
(0.184), LC (0.180) and EtC (0.148)
Intermediate variables affect the dependent variable (CL)
Research hypothesis Expected Regression Coefficient Sig. Result
results results
BI -> CL Positive Positive 0.300 0.000 Accepted
CCI -> Cl Positive Positive 0.294 0.000 Accepted
Tests
R Square 0.481
Adjusted R Square 0.478
Sig 0.000
Table 20: Regression analysis for intermediate variables and dependent variables (CL)

The regression results show that the Adjusted R Square coefficient is 0.478. This means
that the income dataset fits 47.8% to the built regression model, in other words, the
variables BI, CCI explain 47.8% of the variability of the variable dependent on CCI. The
remaining 52.2% is explained by out-of-model variables and random error.
The regression equation:
CL = 2.413 + 0.300 BI + 0.294 CCI
Both intermediate variables have a positive impact on customer loyalty (CL).
Although there is not too much difference between the two variables, BI is the factor that
has a greater impact.
1.8. Evaluating the intermediate impact
Coefficient BootLLCI BootULCI
 44

EcC -> BI -> CL 0.1718 0.1191 0.2310

LC -> BI -> CL 0.1660 0.1235 0.2118
EtC -> BI -> CL 0.1712 0.1320 0.2150
PC -> BI -> CL 0.1788 0.1364 0.2252
EcC -> CCI -> CL 0.1658 0.1158 0.2191
LC -> CCI -> CL 0.1660 0.1228 0.2123
EtC -> CCI -> CL 0.1713 0.1354 0.2075
PC -> CCI -> CL 0.1761 0.1363 0.2192
Table 21: Evaluating the intermediate impact
According to the table's findings, the bootstrapping confidence intervals do not
encompass the value 0, thus indicating the acceptance of the intermediate effects.
1.9. Discussion of the research results
All the hypotheses were accepted and the research model was found to be suitable
based on the analysis results. The significance of economic CSR and philanthropic CSR
in influencing the company's brand image and perception of corporate social
responsibility was highlighted among the factors considered. Although legal CSR and
ethical CSR were ranked lower, they still attracted consumer interest, with no significant
difference in impact coefficient.
Businesses that excel in economic endeavors, such as job creation, fair wage
distribution, and support for local businesses and suppliers, play a pivotal role in
establishing a positive brand reputation among consumers. By setting objectives for
sustainable economic growth and fostering employment opportunities, these businesses
enhance their visibility and reputation within the community.
With only a second-place ranking, not as expected or desired by the team, this can
be explained by the fact that Vietnamese consumers still do not pay much attention to a
company solely based on its community-oriented activities.
According to legal CSR, a company truly complying with legal regulations in its
business operations is crucial for Vietnamese customers when deciding to trust and
purchase from a company, playing a role no less significant than the other leading factors.
 45

The ethical issue in the fashion industry in Vietnam has not had a significant
impact on the brand image, customer loyalty, and purchasing intentions.
After examining the magnitude and importance of path coefficients and the
explanatory power of the structural model, the model's mediation effects are evaluated.
The significance of corporate social responsibility (CSR) factors in influencing consumer
loyalty through brand image (BI) and customer-company identification (CCI) is evident
in the acceptance of all intermediary effects. Our research stands out for its innovative
approach, as it effectively illustrates the individual impact of each CSR factor on BI, CCI,
and ultimately customer loyalty. This study provides valuable insights for businesses,
enabling them to formulate more suitable strategies for their social initiatives.
Therefore, in order to enhance brand image (BI), company corporate identity
(CCI), as well as consumer loyalty (CL) in the fashion industry in Vietnam, businesses
need specific plans for each CSR indicator, with special attention to the economic aspect
in social activities.
 46

CONCLUSION AND RECOMMENDATIONS

1. Research results summary
In summary, this study has delved deeply into the intricate dynamics of Corporate
Social Responsibility (CSR) and its sway on customer loyalty within the realm of the
fashion sector. The exploration of the “Research Results” has furnished invaluable
insights that underscore the significance of CSR practices in molding brand perception,
Consumer-Company Identification (CCI), and ultimately, customer allegiance.
The comprehensive scrutiny of participants spanning varied age cohorts, genders,
educational attainments, and income strata vividly portrays the attitudes and outlooks of
individuals immersed in the fashion domain. Particularly noteworthy is the robust
response rate of 93.33%, which signifies the profound interest of the surveyed populace in
matters entwining CSR and its convergence with the fashion industry.
The survey was conducted from 15/08/2023 to 20/08/2023. The official
quantitative findings were obtained through questionnaires, encompassing a sample size
of n = 385. The respondents comprised students, employees, and high school students
aged 14 to 37, residing in Ho Chi Minh City. To assess the scales of the research model,
Cronbach's Alpha reliability, Exploratory Factor Analysis (EFA), and Multiple Linear
Regression analysis were employed.
Regarding sample descriptive statistics, discernible differences arise in the gender
distribution among survey participants, with 250 respondents (64.9%) identifying as
females and 135 respondents (35.1%) as males. Similarly, an age disparity is evident,
encompassing 222 respondents from Generation Y (ages 26 to 37), constituting 57.7%,
and 163 respondents from Generation Z (ages 14 to 25), amounting to 42.3%.
The reliability of the concept measuring scales was assessed using the Cronbach's
Alpha coefficient. Sequential testing of the scales across all variables ensued. The test
outcomes for the factors within the model ranged from 0.810 to 0.913, all surpassing 0.7,
and the correlation coefficient of the overall variable exceeded 0.3. This attests to the
well-constructed and reliable nature of the scales. Consequently, no observed variables
were eliminated in this assessment and were retained for subsequent analyses.
 47

Scale values were evaluated employing the Exploratory Factor Analysis (EFA)
technique. EFA outcomes indicated that all observed variables fulfilled the prerequisites.
For independent variables, KMO = 0.764, sig. = 0.000; intermediate variables exhibited
KMO = 0.863, sig. = 0.000, and dependent variables showed KMO = 0.849, sig. = 0.000.
These indices demonstrated significant levels, as detailed in chapter 4. Besides, in
overview, the exploratory factor analysis across independent, mediating, and dependent
variables consistently exhibits eigenvalues surpassing the threshold of 1, with load factors
exceeding 0.7. This underscores the robustness of the factor structures, explaining 50-
76% of data variance and affirming their reliability and practical relevance for subsequent
testing. Following this analysis, the independent factors were retained without alteration.
Ultimately, the research model was validated using a multiple linear regression
model. Utilizing a model encompassing 4 independent variables, 2 intermediate variables,
and 1 dependent variable, we decided to test the correlation 3 times. The observed Sig
values, consistently below 0.05, coupled with correlation coefficients below 0.7.
Therefore, there is no multicollinearity between the variables, suitable for regression
analysis. Just as with the correlation test, the regression analysis is structured into three
segments. Evaluating the outcomes, all formulated hypotheses find validation, affirming
the appropriateness of the research model.
The regression results show that the Adjusted R Square coefficient is 0.478. This
means that the income dataset fits 47.8% to the built regression model, in other words, the
variables BI, CCI explain 47.8% of the variability of the variable dependent on CCI. The
remaining 52.2% is explained by out-of-model variables and random error. The regression
equation:
CL = 2.413 + 0.300 BI + 0.294 CCI
Both intermediate variables have a positive impact on customer loyalty (CL).
Although there is not too much difference between the two variables, BI is the factor that
has a greater impact.
The intermediate analysis results indicate that the impacts are uniformly accepted
and there is not a significant difference between each CSR factor in influencing loyalty
through 2 intermediate factors.
 48

Based on the findings of our research, we offer insightful recommendations for

both scientific advancements and effective management strategies in the subsequent
section.
2. Research implication
The findings of our study have several managerial contributions. One notable
practical implication of this research is that managers should pay more attention to
economic and philanthropic CSR than legal and ethical CSR.
Firstly, businesses can fulfill their economic responsibilities by establishing and
managing charitable initiatives, selling goods to raise money for the underprivileged, and
taking part in initiatives that enhance the environment and society. For example, to
support small businesses, brands like Nike will invest $125 million over the next five
years to support businesses that work to “level the playing field” and address racial
inequalities.
Secondly, the fashion firm should employ a wide range of communication
techniques to further promote their philanthropic CSR campaigns. The campaign, like
“Employee Giving Programs”, did not only help the community but also improved
employees' sense of responsibility towards the community. For example, Gap Inc. has a
program called “Pledge 1%,” which encourages employees to donate 1% of their time,
talent, or treasure to charities of their choice. Moreover, H&M supports UNICEF's work
to provide education and healthcare to children in need. Philanthropic initiatives are a way
for the company to give back to the community and make a positive impact on the world.
In addition, Vietnamese children living in highland areas or frequently affected by natural
disasters often live in difficult conditions. Lack of clothing is also one of these
difficulties, especially in the winter. Therefore, fashion companies can organize programs
to donate new clothes or programs calling on customers to donate old clothes, especially
warm clothes, to the children living there.
Thirdly, customer loyalty toward the fashion business increases when the company
is perceived as fulfilling its legal responsibilities. Therefore, the company should pay
taxes, comply with labor laws, and follow environmental regulations to maintain
customer loyalty.
 49

Although ethical CSR has less impact on customer loyalty than other factors, the
analysis shows that loyalty still increases when businesses implement ethical
responsibility. Therefore, businesses should implement activities such as treating
employees fairly, sourcing materials responsibly, and reducing waste. An example of a
fashion company that practices ethical CSR is Patagonia. The company is committed to
reducing its environmental impact and has implemented several initiatives to achieve this
goal. Patagonia has pledged to use only organic cotton in its products and has
implemented a program to recycle used clothing.
Furthermore, the analysis results suggest that managers should carefully consider
the mediating role of brand image and customer company identification (CCI) as
important for increasing customer loyalty through CSR activities. These can be seen as
indispensable mediators and catalysts to highlight the role of CSR activities in companies.
CSR is a new but extremely intriguing concept. There have been numerous
research papers on this subject, but for the fashion industry, this is a relatively new area of
study (or one could argue that there has never been a research article that specifically
examined CSR in the fashion sector). Therefore, the findings of this study give managers
a new perspective on the impact and importance of CSR on the loyalty of Vietnamese
consumers.
3. Research limitations and further research directions
3.1. Research limitations
Despite efforts in carrying out the research, due to limited professional knowledge
and limited research capacity, it is inevitable that the research paper will have certain
shortcomings:
Firstly, we acknowledge the heavy skew towards female participants. Although
such a skew can be common in fashion shopping (Koca, E., & Koc, F. (2016), the
research results are still not objective and not highly representative. In addition,
respondents in this study were all between their 14s and 37s. Could older consumers age
40 or older have a different decision-making style?
Another one is that since all of the information in this study was collected through
surveys, there are concerns of mono-method bias. Due to resource constraints such as
 50

time, budget, and the number of participants in the study, data collection may not be
complete or meet the requirements for data reliability. In addition, the survey doesn’t have
face-to-face interviews and focus groups, so there may still be some respondents not
paying much attention to the company's activities. This can lead to inaccuracies and
incomplete representation of the data sample. Another limitation to data reliability is
subjectivity in data evaluation and processing. Each person may have different
approaches and methods of data processing, which can lead to errors in the evaluation and
processing of data, affecting the reliability of research results.
Thirdly, this review was limited to academic papers from two databases, followed
by including and excluding criteria. The selection was limited to articles written in
English, focusing on CSR, sustainability, and fashion, which might have led to the
omission of relevant papers that were not written in this language. These were limiting
factors for the study, as they were either outside the scope of this paper or were not
specifically focused on topics such as social responsibility, environmental, economic,
corporate sustainability, relationships, regulations, stakeholders, ethics, strategies,
consumption, consumer behavior, technology, marketing, and supply chain and
management.
Moreover, the research paper primarily employs a quantitative real-time survey
method to determine the influence of implementing Corporate Social Responsibility
(CSR) on customer loyalty in the fashion industry. The quantitative research method, on
the other hand, assumes that people's behavior and attitudes do not change with context.
Therefore, research results can not guarantee a long-term causal relationship between
factors because this is a cross-sectional study. User perceptions of research elements may
change over time when they gain new knowledge and experience.
Finally, limitations remain in their social responsibility activities. The authors'
group encountered shortcomings in proposing solutions related to the process of
implementing social responsibility for businesses.
3.2. Further research directions
The potential limitations above create opportunities for future research:
 51

The first research direction concerns expanding the sample of users participating in
the study. Specifically, it is suggested future research may consider specifically
examining male in this online context. Besides, it is necessary to implement this study to
a larger sample size as well as different geographical areas, different ages to enhance
accuracy and generalizability. Furthermore, a greater segmentation of single consumers is
needed: all single adults may not act alike. In conclusion, future research should consider
more diverse consumer groups. Implement a selective sampling method so that the sample
obtained is highly representative.
The second research direction suggested that future research should reduce this
issue by better understanding the impact of CSR on consumer loyalty, through grouping
or in-depth interviews using qualitative insights. Furthermore, the following research
should add other factors and models as a possibility to study the adoption of this study
more accurately. It would be better to invest in applying some other modern analytical
methods to the data analysis process to achieve higher efficiency.
Thirdly, those limitations create a basis for future research by providing a more
comprehensive range of primary information, laying the groundwork for the theoretical
framing of the interactions between CSR, sustainability, and fashion by providing more
information about the subject.
The fourth suggestion is that future studies could use longitudinal data to explore
the effects on the performance variable posited in our research. This requires a long and
ongoing investment to track the change.
Finally, future research should invest in study suggestions or solutions for
companies. Thoroughly, to encourage enterprises to conduct social responsibility
activities, the fashion industry must involve the long-term social responsibility planning
strategy for each period based on the companies’ development orientation. Then, the
companies establish the implementation of social responsibility activities yearly. In
addition, attention should be paid to the inspection and review of social responsibility
activities. When a company’s development orientation changes, adjusting its long-term
social responsibility strategy is necessary.
 52

Besides, future research may test the proposed relationship model using different
composite loyalty measurements to explore whether the strengths and directions of
variables are found to be in the same direction as shown in our study. Moreover,
additional constructs including trust, satisfaction or commitment may be tested for their
mediating effects.
 53

REFERENCES
Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.
Akhtar, S., Xicang, Z., & Iqbal, S. (2017). Impact of Brand Image on the Profitability of
Firm, Analysis of Nestle Company Pakistan. Review of Public Administration and
Management, 5(3), 1-4.
Armstrong, G. and Kotler, P. (2000), “Marketing ： An Introduction”, 5th ed., Upper
Saddle River, NJ: Prentice Hall.
Balmer, J. M. (2001). The three virtues and seven deadly sins of corporate brand
management. Journal of general Management, 27(1), 1-17.
Beckwith, N. E., & Lehmann, D. R. (1975). The importance of halo effects in multi-
attribute attitude models. Journal of Marketing research, 12(3), 265-275.
Bendixen, M., Bukasa, K. A., & Abratt, R. (2004). Brand equity in the business-to-
business market. Industrial marketing management, 33(5), 371-380.
Bondy, K., Moon, J., & Matten, D. (2012). An institution of corporate social
responsibility (CSR) in multi-national corporations (MNCs): Form and
implications. Journal of business ethics, 111, 281-299.
Bryman, A., Bell, E., & Harley, B. (2019). Business Research Methods (Fifth uppl.).
Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate
Performance. The Academy of Management Review, 4(4), 497-505.
doi:10.2307/257850
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral
management of organizational stakeholders. Business Horizons, 34(4), 39-48.
doi:https://doi.org/10.1016/0007-6813(91)90005-G
Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social
responsibility: A review of concepts, research and practice. International journal
of management reviews, 12(1), 85-105.
Carroll, A. B. (2015). Corporate social responsibility: The centerpiece of competing and
complementary frameworks. Organizational dynamics.
 54

Cho, E., Fiore, A., & Russell, D. (2015). Validation of a Fashion Brand Image Scale
Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an
Extended Brand Equity Model. Psychology & Marketing, 32.
doi:10.1002/mar.20762
El Akremi, A., Gond, J.-P., Swaen, V., De Roeck, K., & Igalens, J. (2018). How Do
Employees Perceive Corporate Responsibility? Development and Validation of a
Multidimensional Corporate Stakeholder Responsibility Scale. Journal of
Management, 44(2), 619-657. doi:10.1177/0149206315569311
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer
price sensitivity. International journal of Research in Marketing, 19(1), 1-19.
Fan, Y. (2005). Ethical branding and corporate reputation. Corporate communications:
An international journal, 10(4), 341-350.
Hess, D., Rogovsky, N., & Dunfee, T. W. (2002). The next wave of corporate community
involvement: Corporate social initiatives. California management review, 44(2),
110-125.
Hoàng, T., & Chu, N. M. N. (2008). Phân tích dữ liệu nghiên cứu với SPSS-tập 1. In:
NXB Hồng Đức.
Hsieh, N. H. (2009). Corporate social responsibility and the priority of
shareholders. Journal of Business Ethics, 88, 553-560.
Huang, M.-H., Cheng, Z.-H., & Chen, I. C. (2017). The importance of CSR in forming
customer–company identification and long-term loyalty. Journal of Services
Marketing, 31(1), 63-72. doi:10.1108/JSM-01-2016-0046
Iglesias, O., & Ind, N. (2016). How to build a brand with a conscience. Brands with a
conscience. Amsterdam: Kogan Page.
Kapferer, J. N. (1997). Strategic brand management: Creating and sustaining brand equity
long term, 2. London: Auflage.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand
equity. Journal of marketing, 57(1), 1-22.
 55

Knowles, L., & Hill, R. (2001). Environmental initiatives in South African wineries: a
comparison between small and large wineries. Eco‐Management and Auditing:
The Journal of Corporate Environmental Management, 8(4), 210-228.
Koca, E., & Koc, F. (2016). A study of clothing purchasing behavior by gender with
respect to fashion and brand awareness. European Scientific Journal, 12(7).
Lee, E. M., Park, S.-Y., & Lee, H. J. (2013). Employee perception of CSR activities: Its
antecedents and consequences. Journal of Business Research, 66(10), 1716-1724.
doi:https://doi.org/10.1016/j.jbusres.2012.11.008
Lee, C.-Y., Chang, W.-C., & Lee, H.-C. (2017). An investigation of the effects of
corporate social responsibility on corporate reputation and customer loyalty –
evidence from the Taiwan non-life insurance industry. Social Responsibility
Journal, 13(2), 355-369. doi:10.1108/SRJ-01-2016-0006
Lo, A. (2020). Effects of customer experience in engaging in hotels’ CSR activities on
brand relationship quality and behavioural intention. Journal of Travel & Tourism
Marketing, 37(2), 185-199. doi:10.1080/10548408.2020.1740140
Mahmood, M., & Humphrey, J. (2013). Stakeholder expectation of corporate social
responsibility practices: a study on local and multinational corporations in
Kazakhstan. Corporate Social Responsibility and Environmental
Management, 20(3), 168-181.
Maignan, I., & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument ‐
Concepts, evidence and research directions. European Journal of Marketing,
35(3/4), 457-484. doi:10.1108/03090560110382110
McWilliams, A., & Siegel, D. (2001). Corporate Social Responsibility: A Theory of the
Firm Perspective. The Academy of Management Review, 26(1), 117-127.
doi:10.2307/259398
Mohammed, A., & Al-Swidi, A. (2019). The influence of CSR on perceived value, social
media and loyalty in the hotel industry. Spanish Journal of Marketing - ESIC,
23(3), 373-396. doi:10.1108/SJME-06-2019-0029
Nguyen, D.T. (2011). Phương pháp nghiên cứu khoa học trong kinh doanh [Scientific
research methods in business]. Labor-Social
 56

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.

Nunnally, J.C., & Bernstein, I.H. (1994). The Assessment of Reliability. Psychometric
Theory, 3, 248–292.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image
management. Journal of marketing, 50(4), 135-145.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better?
Consumer reactions to corporate social responsibility. Journal of marketing
Research, 38(2), 225-243.
Salmones, M. d. M. G. d. l., Crespo, A. H., & Bosque, I. R. d. (2005). Influence of
Corporate Social Responsibility on Loyalty and Valuation of Services. Journal of
Business Ethics, 61(4), 369-385. doi:10.1007/s10551-005-5841-2
Sánchez, C. M. (2000). Motives for corporate philanthropy in El Salvador: Altruism and
political legitimacy. Journal of business ethics, 27, 363-375.
Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The effect of
brand image on overall satisfaction and loyalty intention in the context of color
cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
Rashid, N. R. N. A., Khalid, S. A., & Rahman, N. I. A. (2015). Environmental Corporate
Social Responsibility (ECSR): Exploring its Influence on Customer Loyalty.
Procedia Economics and Finance, 31, 705-713. doi:https://doi.org/10.1016/S2212-
5671(15)01159-4
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking
Corporate Social Responsibility to Customer Loyalty through Co-Creation and
Customer Company Identification: Exploring Sequential Mediation Mechanism.
Sustainability, 12(6), 2525. Retrieved from https://www.mdpi.com/2071-
1050/12/6/2525
Rindell, A., Svensson, G., Mysen, T., Billström, A., & Wilén, K. (2011). Towards a
conceptual foundation of ‘Conscientious Corporate Brands’. Journal of Brand
Management, 18, 709-719.
 57

Tsoi, J. (2010). Stakeholders’ perceptions and future scenarios to improve corporate

social responsibility in Hong Kong and Mainland China. Journal of business
ethics, 91, 391-404.
Vidaver‐Cohen, D., & Altman, B. W. (2000). Corporate citizenship in the new
millennium: Foundation for an architecture of excellence. Business and Society
Review, 105(1), 145-168.
Yamane, T. (1967). Statistics, An Introductory Analysis, 1967. New York Harper and
Row CO. USA, 213, 25.
Wang, S., & Han, H. (2017). The effect of airlines’ CSR activities on corporate image and
brand preference: From the perspectives of job seekers. Korean J. Hosp. Tour, 26,
69-85.
 58

APPENDIX
APPENDIX 1: QUESTIONNAIRE SURVEY
Part 1:
1. How much do you shop for fashion per month?
A. Less than 5 times
B. From 5 to 10 times
C. From 10 to 15 times
D. More than 15 times
2. You often choose fashion to buy?
A. Famous brand
B. Recommend friends and family
C. Through advertising
D. Suggestions on social networks
E. KOL, KOC
3. Factors that influence your fashion purchasing decisions?
A. Price (cheap, affordable, discounts...)
B. Fabric quality
C. Nice model
D. Follow the trend
E. Purchase amount
F. Good review

Part 2: Evaluate on a 7-point scale

1 2 3 4 5 6 7

Strongly Moderately Slightly Neutral Slight Moderately Strongly

disagree disagree disagree agree agree agree

Questionnaire Level of
 59

agreement

1 2 3 4 5 6 7

ECONOMIC CSR (EcC)

This fashion company generates employment through their

operations.

This fashion company pro the local economy.

This fashion company strives to achieve sustainable growth.

LEGAL CSR (LC)

The Fashion Company always conduct business in line with legal

principles

The Fashion Company always submit to the newest legal

principles as soon as possible.

The Fashion Company is only allowed to do what is explicitly

permitted by law.

ETHICAL CSR (EtC)

This fashion company has established ethical guidelines for

business activities.

This fashion company tries to become an ethically

trustworthy company.

This fashion company strives to root out irregularities.

PHILANTHROPIC CSR (PC)

This fashion company contributes to the fashion industry by

 60

establishing the company’s fashion organization.

This fashion company participates in a variety of volunteer

activities by starting the company’s volunteer group.

This fashion company participates in a variety of volunteer

activities by starting the company’s volunteer group.

This fashion company has education programs for the

local adolescents residing in an abandoned mine area.

BRAND IMAGE (BI)

These brands play a leading role in the industry

I can trust the products of these brands

These brands’ image is differentiated from other brands

These brands are friendly

CUSTOMER - COMPANY IDENTIFICATION (CCI)

I strongly identify with my banking company

This fashion company fits my personality.

I feel good being a customer of my banking company

I like saying that I am a customer of my banking company

I feel closely linked to my banking company

I have a strong feeling of membership to my banking company

 61

CUSTOMER LOYALTY (CL)

I consider myself a loyal customer of this company.

This fashion company is my first choice in its sector

I will continue to be a customer of this company

In the future I plan to purchase more from this

company

I would recommend this company to my friends/ acquaintances

Part 3: General information

1. What age range are you in?
A. From 15 to 26
B. From 27 to 38
2. What is your gender?
A. Female
B. Male
3. What are you currently studying?
A. High school and below
B. High school
C. University
D. After university
4. How much is your monthly income?
A. Under 5 million
B. From 5 - 10 million
C. From 10 - 15 million
D. Over 15 million won
62
 63

APPENDIX 2: MEASUREMENT

Factors Measurement Constructs Preferences

Economic CSR This fashion company generates EcC1 Zhang, J., & Cui,
employment through their Y. H. (2018).
operations.

This fashion company pro the EcC2

local economy.

This fashion company strives to EcC3

achieve sustainable growth.

Legal CSR Company always conduct LC1 Ahn, S. K., &

business in line with legal Ryou, E. (2013).
principles.

Company always submit to the LC2

newest legal principles as soon as
possible.

Company is only allowed to do LC3

what is explicitly permitted by
law.

Ethical CSR This fashion company has EtC1 Zhang, J., & Cui,
established ethical guidelines for Y. H. (2018).
business activities.

This fashion company tries to EtC2

become an ethically
trustworthy company.

This fashion company strives to EtC3

 64

root out irregularities.

Philanthropic This fashion company contributes PC1 Zhang, J., & Cui,
CSR to the fashion industry by Y. H. (2018).
establishing the company’s
fashion organization.

This fashion company PC2

participates in a variety of
volunteer
activities by starting the
company’s volunteer group.

This fashion company supports PC3

social welfare projects for the
underprivileged.

This fashion company has PC4

education programs for the
local adolescents residing in an
abandoned mine area.

Brand Image These brands play a leading role BI1 Lee, J., & Lee, Y.
in the industry (2018).

I can trust the products of these BI2

brands

These brands’ image is BI3

differentiated from other brands

These brands are friendly BI4

 65

Customer - I strongly identify with my CCI1 Pérez, A., &

Company banking company Rodríguez del
Identification Bosque, I. (2015).
My banking company fits my CCI2
personality

I feel good being a customer of CCI3

my banking company

I like saying that I am a customer CCI4

of my banking company

I feel closely linked to my CCI5

banking company

I have a strong feeling of CCI6

membership to my banking
company

Customer loyalty I consider myself a loyal CL1 Moisescu, O. I.

customer of this company. (2018).

This company is my first choice CL2

in its sector

I will continue to be a customer CL3

of this company

In the future I plan to purchase CL4

more from this
company

I would recommend this company CL5

to my friends/ acquaintances
66