Impact of corporate social responsibility on customer loyalty towards Vietnamese beauty product brands
Published: July 23, 2026
Abstract
This study investigates the impact of corporate social responsibility (CSR) on customer loyalty towards Vietnamese beauty product brands. In this study, CSR practices were quantified with 16 items, and a set of 6 items was used to measure customer loyalty. The study’s results reveal that CSR has a significant and positive impact on customer loyalty. The most important factor in CSR, by far, is ethical responsibility. It is followed by legal responsibility, philanthropic responsibility, and economic responsibility. This study is expected to help Vietnamese cosmetic brands better develop their CSR strategies and communication.
Keywords
CSRcustomer loyaltycosmetics
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