2.

4 Consumer Trust
Customer expectation about the brand reliability is known as trust (Pornpratang et al., 2013).
Trust includes that how customers perceive the reliability of products offered by a specific firm.
Swean and Chumpitaz (2008) narrated that trust is the beliefs, assumptions and desire of a
particular brand.
Trust is a critical factor in maintaining long term relationship and also it is a source of confidence
between parties involved (Zaman et al., 2012). Trust can increase the worth of offerings by firms
as well as can minimize the insecurity related to it (Zaman et al., 2012). Trust is said to be most
immediate reaction of organization social activities (Patricia Martnez & Ignacio Rodrguez del
Bosque, 2013). CSR activities by a firm have positive impact on consumer trust (Zaman et al.,
2012).
Values that the company and customers share also have a significant effect on customers trust.
CSR activities provide insight about company morals and values so it is useful in enhancing trust
of the customers towards company. The advantage of company being ethical and taking CSR
initiative is that it will enhance the trust based relation between company and consumer and
consumer will perceive that company will fulfill its duty beyond legal obligations (Patricia
Martnez & Ignacio Rodrguez del Bosque, 2013).
2.5 Consumer Loyalty
The challenging task in todays competitive environment is to make customers loyal. This
ensures long term profitability and survival of firms (Zaman et al., 2012). Preference to one
brand over other by consumer in choosing a product for an existing need is called customer
loyalty (Zaman et al., 2012). Loyalty is the customer desire to carry on purchases from a
particular business over time as stated by Chaffey (2008). Kotler and Armstrong (2008) stated
that repetitive purchase of a particular brand is also consumer loyalty.
In FMCG consumers switch from one product to other easily so in such sector the customers
loyalty is a crucial factor for business success (Zaman et al., 2012). The loyalty of consumer can
be enhanced by taking CSR initiative (Pirsch et al., 2007).Grant (2000) proved that the

consumers loyalty can be increased by being socially responsible. In a study by Oliver (1999) he
concluded that loyalty is more than the repetitive purchases and also include the personal beliefs
that customers have about the product or brand. So in todays world CSR can be used as a tool
and strategy to win consumers loyalty.