In the era of many similar products, enterprises provide many rich products for consumers to choose, and how to establish emotional connection with consumers and maintain long-term attachment is a direction that every enterprise is actively working on. Therefore, this study investigates whether the implementation of CSR can influence the attachment to the brand of the company, so that the company can enhance its brand value and competitive advantage.
This study uses apparel brands as the research industry, and the target group is consumers who have purchased apparel brands in the past six months. 203 question-naires were distributed, and after 27 invalid questionnaires were eliminated, 176 valid questionnaires were distributed.
The empirical results show that, under the influence of controlling product quality, the implementation of corporate social responsibility can positively affect consumers' attachment to the brand. Based on the results of the study, the implications of brand management and future research recommendations are proposed for future product planning and decision making, as well as for the reference of subsequent researchers.
