Corporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limited

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dc.contributor.authorCherono, Chepkwony Rose
dc.contributor.authorMaende, Chrispen
dc.date.accessioned2023-08-10T09:38:04Z
dc.date.available2023-08-10T09:38:04Z
dc.date.issued2022
dc.descriptionArticleen_US
dc.description.abstractBranding is not only an effectual marketing instrument for boosting corporate performance but it is also employed to model the products and services offered in a unique way that segregates them from what other organizations are offering in the minds of the firm’s stakeholders especially the customers. Corporate Social Responsibility initiatives have been proven to boost the brand equity of the firm through favorable consumer attitude and awareness of the firm. Therefore, the study’s general objective was to investigate the impact of Corporate Social Responsibility on the brand equity of Kenya Tea Development Agency in Kenya. The specific objectives that precisely addressed the core purpose of this study was to establish the impact of economic, philanthropic and environmental Corporate Social Responsibility dimensions on the brand equity of Kenya Tea Development Agency (Holdings) Limited in Kenya. The research design applied that accurately helped in addressing the study’s general objective was the descriptive research design. The most appropriate survey instrument explored to gather the responses from the research participants for data analysis.130 tea buyers of KTDA encompassed the target population, consisting of 43 direct sales buyers and 87 auction buyers. 97 buyers were sampled for the study which comprised of 32 direct sales buyers and 65 auction buyers. Descriptive analysis was used to summarize and illustrate the perceptions of the tea buyers on the level of economic, philanthropic and environmental Corporate Social Responsibility at KTDA. Multiple Regression model was used as an appropriate model to establish the influence of economic, philanthropic and environmental CSR on the brand equity of KTDA. The regression results observed that economic CSR boosts KTDA’s brand equity at a very low level in an insignificant style. The results also established that philanthropic CSR substantially improves the brand equity of KTDA in Kenya. Finally, the regression findings proved that environmental CSR substantially enhances the brand equity of KTDA in Kenya. From the findings we recommend for the top management of KTDA to formulate policies that would encourage the firm and its employees to carry out frequent philanthropic Corporate Social Responsibility activities which can be advertised through various media outlets since it will not only done to enhance the welfare and the dignity of people in the society but will also be a marketing tool for boosting its image.The study also recommends for the top management inKTDA to create guidelines that will commit the organization to always conserve its environment, produce ecofriendly products and minimize pollution, since it will benefit the whole society including the tea buyers who will consequently want to be associated with KTDA.en_US
dc.identifier.citationCherono, C. R., & Maende, C. (2022). Corporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limited. International Journal of Education and Research Vol. 10 No, 1.en_US
dc.identifier.issn2411-5681
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26744
dc.language.isoenen_US
dc.publisherIJERen_US
dc.subjectCorporate Social Responsibilityen_US
dc.subjectbrand equityen_US
dc.subjectenvironmentalen_US
dc.subjecteconomicen_US
dc.subjectphilanthropicen_US
dc.titleCorporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limiteden_US
dc.typeArticleen_US
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