The Impact of CSR on Brand Loyalty in Crisis Contexts: A Case Study of Hongxing Erke from the Perspective of Consumer Trust

Xinyan Zhang

doi:10.47297/wspciWSP2516-252747.20250904

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Volume 9, Issue 4

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The Impact of CSR on Brand Loyalty in Crisis Contexts: A Case Study of Hongxing Erke from the Perspective of Consumer Trust
The Impact of CSR on Brand Loyalty in Crisis Contexts: A Case Study of Hongxing Erke from the Perspective of Consumer Trust
Marketing&Management Department, Hong Kong Polytechnic University, Hong Kong,, 999077, China
Vol. 9, Issue 4, Pages: 213-216(2025)
Published：30 August 2025
DOI：10.47297/wspciWSP2516-252747.20250904
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Zhang Xinyan.The Impact of CSR on Brand Loyalty in Crisis Contexts: A Case Study of Hongxing Erke from the Perspective of Consumer Trust[J].Creativity and Innovation,2025,09(04):213-216.
DOI：

Zhang Xinyan.The Impact of CSR on Brand Loyalty in Crisis Contexts: A Case Study of Hongxing Erke from the Perspective of Consumer Trust[J].Creativity and Innovation,2025,09(04):213-216. DOI： 10.47297/wspciWSP2516-252747.20250904.

摘要

Abstract

This study takes the social responsibility behavior of Hongxing Erke who still donates to the disaster area despite financial distress as the research object

and explores the influence mechanism of corporate social responsibility (CSR) on brand loyalty in crisis situations. Based on the concept of "home-country isomorphism" based on Oliver's brand loyalty model

social identity theory and institutional theory

a multi-level theoretical analysis framework of "cognition-emotion-behavior" is constructed.The results show that:(1) At the cognitive level

the altruistic behavior of "loss donation" of enterprises breaks the original brand cognitive framework of consumers

and triggers rapid brand image reconstruction through moral significance; (2) At the emotional level

the empathy effect (e.g.

"distressed enterprise") and social identity ("domestic product" label) work together to form a strong emotional connection; (3) At the behavioral level

short-term "wild consumption" is transformed into continuous brand loyalty

and its deep mechanism lies in the moral reciprocal logic shaped by collectivist culture. In particular

the study reveals the key moderating role of the cultural concept of "home-country isomorphism"

which sublimates consumption behavior into the moral practice of social solidarity.

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references

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