Correlation between Corporate Social Responsibility and Brand Loyalty - Based on Meta-Analysis

Brand loyalty, as a key indicator of corporate market competitiveness, and its correlation with corporate social responsibility have attracted extensive attention from academics. The study firstly puts forward the hypothesis of the correlation between CSR and brand loyalty. Then, using Meta-technology method, 67 related literatures published in 2020-2023 were collected for coding. The correlation coefficients between CSR dimensions and brand loyalty were taken as effect values, and CMA 3.0 software was used for data processing. Qualitative analysis was conducted in the form of funnel plots to verify whether there was publication bias in the sample. The correlation between CSR dimensions and brand loyalty and the degree of influence of CSR communication as a moderating variable were verified by heterogeneity test, main effect test, and moderating effect test.