The Role of Corporate Social Responsibility, Brand Awareness and Production Area Features in the Formation of Customer Loyalty

This study used a three-item measure of customer loyalty as the criterion construct. The explanatory constructs were chosen from corporate social responsibility, brand awareness, and production area features. A statistical analysis for the online survey showed that all of the three explanatory constructs exert significantly positive influence on customer loyalty to the Chinese wine brand. Different survey methods such as offline sampling and broader category of products and/or region are to be included in order to guarantee a higher applicability of the research results. Some marketing implications were suggested for companies trying to enter into the Chinese wine market.