To stand out in the era of brand economy, enterprises need to establish and maintain a good relationship with consumers. This is not only helpful to gain more profits, but also the key to improve competitiveness and brand influence. By fulfilling corporate social responsibility (CSR), enterprises can influence consumers' brand satisfaction and loyalty, so as to promote consumers' cognition of their brands and products and improve brand relations. In this study, CiteSpace software was used for scientific measurement and visual analysis of the relevant literature of CSR research from 2003 to 2022.
The results showed that from 2003 to 2022, a total of 600 literatures were included, and the number of literatures showed an exponential growth trend, with an annual average of about 30 papers. There is increasing interest in this area. The United States was the highest producer in this field, accounting for about 24.67% of the total literature. Penn State University was the most productive, followed by the University of Cantabria. Influential institutions include Michigan State University and Sejong University. Mattila, Anna S is the most published author. The number of Sustainability articles was the largest, the impact factors of Journal of clean Production was the largest, and the number of co-citations of Journal of Marketing was the largest. Research focuses on brand image, consumer behavior, corporate reputation, brand attitude, sustainable practices, cause-related marketing, etc. Future research trends are mainly reflected in the mediating factors between CSR and consumer satisfaction, and the relationship between brand image and brand trust, which will provide new ideas for the management, governance and sustainable development of this field in the future.
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