Abstract

Companies employ various methods to fulfill their corporate social responsibility (CSR) in order to make a better impression on consumers and play the part of an upstanding world citizen. An important issue is how companies can bring their efforts to the attention of consumers, placing themselves in a more positive light and thereby attracting business.

Using a well-known global corporation, McDonalds, as an example, we explored consumer awareness of CSR through literature review and empirical research by consumer survey. We aimed to study how meeting various facets of CSR affects the brand satisfaction, brand trust and brand commitment of consumers. We also categorized respondents by brand attachment and discussed its effect as a moderator variable.

The study recovered 507 valid questionnaires. These results show that brand attachment has a partially moderating effect. These results can serve as reference for companies formulating CSR strategies.

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