Analysis of the effects of corporate social responsibility on product extension among listed companies in Kenya

dc.contributor.authorNjehia, Bernard K.
dc.contributor.authorKhamah, Ali Hassan
dc.contributor.authorNjanja, Lilly Wanjiku
dc.date.accessioned2015-05-12T08:55:27Z
dc.date.available2015-05-12T08:55:27Z
dc.date.issued2015
dc.descriptionArticleen_US
dc.description.abstractCorporate social responsibility (CSR) is one of the marketing strategies that are widely used in the industrial arena for the purposes of creating customer awareness, enhancing product penetration into the market and boosting firm‟s profitability. The study mainly examined the extent to which CSR affect product extensions in organizations. The study was in CSR because it is so rich, current, on going and challenging. In one way or another, organizations are involved in the CSR as they continue to do business. Many at times, marketers and CSR practitioners in general of various companies have been looking at CSR as just a mere tool for „social concern‟ that is, doing it to be seen as “a good neighbour”. This perception needs to be erased off from the marketers‟ minds and a different approach on in handling the CSR must enter the stage with the resolve of strengthening their firms‟ brand equityen_US
dc.identifier.citationInternational Journal of Research in Management Issue 5, Vol. 1 (January 2015)en_US
dc.identifier.issn2249-5908
dc.identifier.urihttp://rspublication.com/ijrm/2015/3.pdf
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/12602
dc.language.isoenen_US
dc.publisherRS PUBLICATIONutelipen_US
dc.subjectCSRen_US
dc.subjectProduct Extensions/Penetrationen_US
dc.subjectCustomer Awarenessen_US
dc.subjectBrand Equityen_US
dc.titleAnalysis of the effects of corporate social responsibility on product extension among listed companies in Kenyaen_US
dc.typeArticleen_US
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