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Corporate Social Responsibility (CSR) and Its Effect on Consumer Perception of Nigerian Brands

Ojeh Augustine, PhD, FCA, Onah, Kelvin Amobi, PhD, Okonkwo, Bonaventure S PhD Festus Ndubuisi Nkwo

Abstract

This study investigated the impact of corporate social responsibility (CSR) on consumer perception and loyalty towards Nigerian brands. Using a survey method with a sample size of 385 respondents, data were collected via questionnaires to assess consumer awareness, trust, perception, and loyalty in relation to CSR activities. Results showed that a majority of consumers frequently observe Nigerian brands’ CSR efforts, particularly in community development (39%) and environmental sustainability (31.2%). CSR activities significantly influenced consumer trust, with 65% of respondents indicating that CSR somewhat or greatly impacts their trust in these brands. Additionally, 65% of participants reported being likely or extremely likely to view brands engaged in CSR positively, while a similar proportion expressed that CSR influences their repeat purchase behavior and loyalty decisions. These findings demonstrate that CSR is a key factor in enhancing brand image, consumer trust, and loyalty in Nigeria. The study recommends that Nigerian brands intensify CSR efforts, improve communication strategies, and embed CSR within their core business practices to build sustainable consumer relationships and competitive advantage.

Keywords

Corporate Social ResponsibilityConsumer PerceptionNigerian BrandsConsumer

References

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