ENHANCING CUSTOMER LOYALTY THROUGH BRAND IMAGE, CUSTOMER SATISFACTION, GREEN MARKETING, AND CORPORATE SOCIAL RESPONSIBILITY: A MEDIATED MODERATION MODEL

Abstract

Companies and consumers worldwide are increasingly concerned about environmental issues, consumer wants to purchase from firms that think about the society and environment, ultimately enhancing consumer attitude toward the organization. The study explores how green marketing (GM) and corporate social responsibility (CSR) impact customer loyalty (CL) with mediation of brand image (BI) and moderation of customer satisfaction (CS). The population of this quantitative study is educated people who are brand lovers in Punjab, Pakistan. GM and CSR are independent variables, customer loyalty (CL) is dependent variable, while Brand Image is a mediating and customer satisfaction (CS) is moderating variable. Out of 600 questionnaires, 423 complete filled questionnaires are received and used for analysis. The results of SmartPLS indicated that GM and CSR are closely related to BI and CS. Additionally, brand image mediates between GM, CSR and CL. Moreover, CS positively moderates the link between BI and CL.

Keywords: Green Marketing, Corporate Social Responsibility, Brand Image, Customer Satisfaction, Customer Loyalty.