Corporate Social Responsibility and Its Effects on Brand Image,Trust and Loyalty in China F&D Brand

Dear Valued Respondent,
I am a full-time postgraduate student at the University of Malaya, currently conducting
research for my Master of Marketing (MMkt) dissertation. I kindly invite you to participate in
a brief survey exploring the impact of Corporate Social Responsibility (CSR) initiatives on
consumer behavior in the fast-food industry, focusing on brand image, customer trust, and
loyalty. This study targets Chinese fast-food consumers aged 18 to 65 who have visited fast
food outlets within the past three months.
Please be assured that all information you provide will be used solely for academic purposes
and will be kept strictly confidential and anonymous. We ask that you answer all questions
honestly and thoughtfully. The survey should take approximately 10 to 15 minutes to
complete. Your valuable input will greatly contribute to the success of this research.
If you have any questions or require further information, please do not hesitate to contact me
or my supervisor.
Thank you very much for your time and participation.
Best regards,
YU BOYANG(MMkt Candidate)
Faculty of Business and Economics
University of Malaya 50603 Kuala Lumpur, Malaysia
Email: 23102160@siswa.um.edu.my
Supervised by,
Professor Dr. Yusniza Kamarulzaman
Department of Management and Marketing
Faculty of Business and Economics
University of Malaya 50603 Kuala Lumpur, Malaysia
INSTRUCTION: Kindly TICK (✓) the answer that best represents your reaction to each statement.
SECTION A: Screening and Brand Preference
1. Have you visited a fast-food restaurant (including chain brands or independent outlets) in the past 3 months?
2. What is your age group?
3. Which fast-food brand do you visit most often or prefer the most? (Select one; subsequent questions will be based on this brand)
SECTION B
INSTRUCTION: On a scale of 1 = “Strongly Disagree” to 7= “Strongly Agree”, kindly TICK (✓) the answer that best represents your reaction to each statement.
4. CC1:This Fast Food Brand has established procedures to handle customer complaints.
5. CC2:This Fast Food  brand treats its customers honestly.
6. CC3:Employees at this Fast Food Brand  provide complete information about its products/services.
7. CC4:This Fast Food Brand uses customer satisfaction as a basis to improve its product/service marketing.
8. CC5:This Fast Food Brand makes an effort to understand customer needs.
9. PB1：This fast-food brand follows high ethical standards
10. PB2:This fast-food brand always adheres to the law.
11. PB3:The brand is a socially responsible brand
12. PB4:The brand seems to be environmentally responsible
13. PB5:The brand appears to support good causes
14. CS1:This Fast Food Brand helps to address social problems.
15. CS2:This Fast Food Brand uses part of its budget for donations and social projects to support underprivileged groups.
16. CS3:This Fast Food Brand contributes money or resources to cultural and social events (e.g. food festivals, charity events).
17. CS4:This Fast Food Brand plays a role in society beyond just generating profit.
18. CS5:This Fast Food Brand is concerned with improving the general well-being of society.
19. CS6:This Fast Food Brand shows concern for respecting and protecting the natural environment.
20. BI1:This Fast Food Brand creates a favorable impression on me.
21. BI2:This Fast Food Brand shows a unique personality that stands out from competitors.
22. BI3:Choosing this Fast Food Brand reflects something about the kind of person I am.
23. BI4:I have a clear image of the type of people who support this Fast Food Brand.
24. BI5:The products/services offered by this Fast Food Brand are of high quality.
25. BI6:The offerings of this Fast Food Brand are better than those of competitors.
26. BI7:There is a reason to buy the brand instead of others
27. CT1:Generally speaking, I trust this Fast Food Brand.
28. CT2:Overall, I can confidently rely on this Fast Food Brand.
.
29. CT3:This Fast Food Brand feels safe to support or consume from.
30. CT4：I feel that I can completely trust this fast food brand.
31. CT5:This Fast food brand is honest and sincere with me about its products and services.
32. BL1:I usually choose this Fast Food Brand over other brands.
33. BL2:I consider the brand my first choice when I purchase the services, they supply
34. BL3:I don’t feel the need to switch to other brands for additional services.
35. BL4:It would be costly in terms of money, time, and effort to switch from this Fast Food brand.
36. BL5：As long as they continue providing the service, I doubt I will switch from this brand.
SECTION C: DEMOGRAPHIC PROFILE
INSTRUCTION: Kindly TICK (✓) ONE answer only in each category
37. Gender
38. Age
39. Employment Status
40. Average Monthly Fast Food Spending
41. Most Frequent Fast Food Type
This is the end of the questionnaire. Thank you for your participation
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