The Impact of CSR on Brand Loyalty as a Tool for Creating Economic Security for a Company in the Era of the Covid-19 Pandemic
The Impact of CSR on Brand Loyalty as a Tool for Creating Economic Security for a Company in the Era of the Covid-19 Pandemic

Summary/Abstract: The economic crisis, which was caused by the COVID-19 pandemic, resulted in financial perturbations, leading to a loss of economic security for many companies. Corporate social responsibility activities speak about transparency, accountability, and credibility of the brand in communication with stakeholders, therefore it is an essential aspect of it. It is, among other things, good employment practices, decent work, and responsibility for the product, service, and society, that summarily affect the economic security of the company. The purpose of the article is to show the causal context of the impact of CSR on the economic security of enterprises operating in the turbulent times of the COVID-19 pandemic. The article uses theoretical research methods including analysis of the literature, phenomena occurring in society, and inference - as a cognitive factor of the object of analysis. A large role in the cognitive process in the empirical part was played by a diagnostic survey conducted with the use of a questionnaire technique, which allowed to specify the considerations undertaken. The conducted research has brought a lot of information on the impact of brand activities in the era of pandemics on brand affiliation. They showed that CSR activities carried out by brands lead to remembering the brand. The results also suggested in which spheres these activities should be conducted so that the company retains economic security.

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