The impact of corporate social responsibility on sustainable performance of small and medium-sized food manufacturing enterprises in Vietnam: The mediating roles of brand image and brand loyalty

Abstract

With the aim to examine the influence of corporate social responsibility on Vietnamese small and medium-sized food manufacturing enterprises' sustainable performance through Brand Image and Brand Loyalty’s position as mediating variables. The quantitative technique is used in this research. Comprehensive literature research was used to establish the constructs of CSP, CSR, BI, and BL, as well as the conceptual links between them, in accordance with the aim of this study. This research makes use of primary enterprise-level data gathered via a questionnaire-based survey. Especially, survey subjects are people in managerial positions for this research. After the appropriate screening processes to guarantee the data gathered was eligible for analysis, there are 438 valid replies were received. Moreover, the study's originality comes from its efforts to available studies on CSR in the research archive and its cumulative impact on corporate sustainable performance. In this situation, this research enhances the contributions to the existing article by providing further real statistics on the process through which CSR promotes CSP, including the participation of BI and BL in mediating this connection. Additionally, this study throws light on CSR aspects that go beyond the quality or technical scope that was previously considered. Therefore, scholars, professionals, and business practitioners may be interested in the mentioned contributions that have rightly resulted from the efforts of this scientific endeavor.