Empirical study on the relationship between corporate social responsibility and brand image with loyalty to a movie theater company in Mexico

At the beginning of investigation, objective was to empirically validate a model that relates corporate social responsibility (CSR) and brand image as precedents customer loyalty movie theater chain in Mexico. For this, quantitative, transversal explanatory research will be developed. Following non-probabilistic sampling, questionnaire containing already validated scales integrated supplied through Google Forms application, reaching total 252 valid questionnaires, whose informants were mostly young people between 15 24 years old. The achieved using structural equation modeling technique Stata software, measurement verified, which constructs used met reliability convergent validity requirements. Likewise, showed an acceptable fit. results there is positive statistically significant relationship CSR identity with loyalty, two hypotheses raised found support.