Corporate social responsibility (CSR) is a strategic tool that empowers competitive differentiation through coagulation of societal and business objectives. Against this context, it has been proposed that rational and emotional factors can develop a mechanism that can elucidate consumers’ reaction towards CSR. To date, literature that evaluates the role of rational and emotional variables in this realm is practically nonexistent. The objective of the current study is to develop a parsimonious model to analyze the inter-relationship of CSR and loyalty by incorporating mediators, rational (customer satisfaction) and emotional (brand affect), in the low-involvement product category. The information provided by 294 valid responses was analyzed using structural equation modelling and the PROCESS method. The finding supported the hierarchical chain of effects of CSR practices influencing customer satisfaction (rational variable), which further impacts brand trust and brand affect (emotional variable) and finally paves its way for brand loyalty in the low-involvement product category.

企业社会责任（CSR）是一种战略工具，可通过融合社会和商业目标来实现竞争差异化。在这种情况下，有人提出理性和情感因素可以发展出一种机制，以阐明消费者对企业社会责任的反应。迄今为止，几乎没有文献评估理性和情感变量在这个领域中的作用。本研究的目的是建立一个简约模型，通过将参与度低的产品类别中的调解员，理性（客户满意度）和情感（品牌影响力）结合起来，来分析企业社会责任与忠诚度之间的相互关系。使用结构方程模型和PROCESS方法分析了294个有效响应所提供的信息。