The Relationship among Outdoor Brand Corporate Social Responsibility, Consumer Brand Attitude, and Customer Loyalty

The purpose of this study is to investigate the structural relationships among corporate social responsibility (CSR), brand attitude, and customer loyalty in the context of outdoor brands. A survey was conducted with consumers who had purchased outdoor brand products more than twice, using a non-probability convenience sampling method, and 266 valid responses were analyzed using SPSS 27.0 and AMOS 20.0. Analytical procedures included frequency, reliability, confirmatory factor, correlation, and structural equation modeling analyses. Results revealed that CSR had a significant positive effect on brand attitude, which in turn significantly influenced customer loyalty, and also directly impacted loyalty. Furthermore, brand attitude was found to partially mediate the CSR-loyalty relationship. These findings highlight the critical role of CSR in enhancing brand perception and fostering long-term loyalty, offering meaningful implications for outdoor brand managers seeking to strengthen customer loyalty through responsible brand positioning