Corporate Social Responsibility and Consumer Brand Preference

Mate, Richard M. (2023) Corporate Social Responsibility and Consumer Brand Preference. Doctoral thesis, The Open University of Tanzania.

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Abstract

This study sought to determine the relationship between environmental practices, ethical practices and philanthropic practices of corporate social responsibility and consumer brand preference for mobile phone services, in Kenya. It also assessed the moderating effect of technological competencies on the relationship between corporate social responsibility and consumer brand preference. The theoretical basis of this study is derived from stakeholder’s theory, multi attribute attitude theory and resource based view theory. A descriptive cross-sectional survey design was used. The population of interest comprised of 2811 secondary school teachers in Tharaka Nithi County who are subscribers to either of the five mobile phone companies. The data was collected using a structured questionnaire from a sample of 350 respondents identified from the population through systematic random sampling technique. The collected data was analyzed through correlation and multiple regression analysis using SPSS software. The study revealed that environmental practices, ethical practices and philanthropic practices of corporate social responsibility have a significant positive effect on consumer brand preference. It also established that a technological competency significantly positively moderates the effect of corporate social responsibility on consumer brand preference. The study recommends a continuous involvement of mobile phone service companies in financing environmental practices, ethical practices and philanthropic practices because they positively influence consumer brand preference. There is also need to invest in technological competencies since they enhance consumer brand preference. Keywords: Corporate social responsibility, ethical practices, technological competencies, consumer brand preference.

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