Abstract
It can be scholarly described that from the last two decades there is an admirable
change in the behavior of customers about society. Today consumers are much
desiderated about their needs and society. Considering this behavioral change
of customer towards society the marketers should have to reflect significant
precedence and importance for the society in all the marketing efforts. It will
help them to figure their brand as heroic one for society and thus it will lead to
brand loyalty. This study is conducted in the context of Pakistan. This article is
a quantitative study of brand loyalty found in (Coca Cola) the global leading
brand in the beverage industry. For example, Coke has been a partner with the
Edhi Foundation for a fundraising campaign in Ramzan named "Bottle of
Change". We will elaborate that the brand loyalty of Coke has increased by this
corporate societal marketing campaign. The research states that societal
marketing activities done by the firms at the local and domestic level have
significant positive impact on its brand loyalty. This study suggests marketers
that as an emerging economy (Pakistan) the firms who pay more attention to
societal aspects to create brand loyalty are likely to be more successful in
making higher profits through higher sales and premium prices. Conclusively
brand loyalty through CSM is an effective and efficient way for firms in
achieving their organizational goals in the long run.
Bilal Yousaf, Muhammad Imran, Muhammad Shafique. (2020) THE IMPACT OF CORPORATE SOCIETAL MARKETING ON BRAND LOYALTY: AN EMPIRICAL ANALYSIS OF COCA COLA PAKISTAN, International Journal of Management Research and Emerging Sciences, Volume 10, Issue 1.
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