Corporate social responsibilities effect on customers loyalty in fashion industry (UK)

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signature:

Date:

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

CHAPTER 3: METHODOLOGY1

Introduction1

Research Questions2

Types of research methods3

Method of data collection mixed3

Questionnaire3

Focus group4

Research Method4

Pilot test5

Sampling6

Probability and non probability6

Data analysis6

Research Limitations7

Ethical issues8

Research Model and propose to be changed9

Reliability9

Research action plan10

Strategy adopted for facilitation of Research11

Informed Consent12

Validity13

CHAPTER 4: FINDINGS AND ANALYSIS15

Question 115

Question 215

Question 316

Question 416

Question 517

Question 618

Question 718

Question 819

Question 919

Question 1020

Question 1121

Question 1221

Question 1322

Question 1423

Question 1523

Question 1624

Question 1725

Question 1825

Question 1926

Question 2026

Question 2127

Focus group27

Findings from the focus group (n=30)28

Question 128

Question 229

Question 329

Question 430

Question 530

Relationship of findings with hypothesis/research questions31

CHAPTER 5: CONCLUSION32

Limitations34

Recommendations35

REFERENCES37

APPENDICES46

Questionnaire46

FOCUS GROUP53

Questionnaire53

CHAPTER 3: METHODOLOGY

Introduction

CSR has been found to influence a firm's performance through customer satisfaction and impact brand loyalty through building trust with consumers. They powerfully affect consumer experiences and assist the positioning of a firm as it enters the market, establishing its identity. A strong brand association helps reduce liability of foreignness and build loyalty by enhancing the experience and reducing the effort required by the consumer in their purchase decisions (Rowley 2005, 574).

Consumers develop images of a company based on what they know or feel about the company. This knowledge and these feelings come from the information that an individual holds about the company in his/her memory. This memory, based on the associative network memory model, relies on information stored in the memory network that is organized according to some set of relationships (Weber 2008, 247). Each memory node represents information or a concept related to the category and is connected to other nodes in a complex web of associative links. At any point in time, an information node can be triggered, and a process of spreading activation occurs from node to node that determines the amount of information retrieved from memory. Spreading activation occurs in memory depending on the strength and salience of an associative link to a node. For example, when a customer thinks about the product category of coffee shops, he/she might think of Starbucks. Other information he/she has associated with Starbucks may be considered, such as quality services, various flavours, or the company's reputation for social responsibility. Thus, corporate knowledge may be thought of as existing on a company node located in memory where other associations are linked (Rowley 2005, ...