The Effect of CSR Corporate Image of Parent Company towards Brand Loyalty of Subsidiary

Abstract

          The purposes of this research article were to study: 1) the relationship of the CSR corporate image of parent company on the brand loyalty of subsidiary; 2) the relationship of the CSR corporate image of parent company on the brand awareness of subsidiary; and 3) the intermediate influence of the brand awareness of subsidiary on the relationship between the CSR corporate image of parent company and the brand loyalty of subsidiary. The research tool was a questionnaire for a sample group of 400 people. The statistical instruments used were frequency, percentage, mean, standard deviation and multiple linear regression using least squares method.

           The results of the research showed that 1) the CSR corporate image of parent company had a positive relationship with the brand loyalty of subsidiary at a high level. Its statistical significance was at 0.05 level; 2) the CSR corporate image of parent company had a positive relationship with the brand awareness of subsidiary at a high level. Its statistical significance was at 0.05 level; and 3) The brand awareness of subsidiary was only a partial influence.