Investigating effect of corporate social responsibility on consumer buying behaviour
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Date
2015
Authors
Njehia, Bernard K.
Khamah, Ali H.
Njanja, Lilly W.
Journal Title
Journal ISSN
Volume Title
Publisher
IJECM Pub UK
Abstract
Corporate social responsibility (CSR) is one of the marketing strategies that are widely used in
the industrial field 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 consumer buying behaviour in organizations. The study was in CSR
because it is so rich, current, ongoing 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 equity.
Description
Article
Keywords
CSR, Consumer Buying Behaviour, Customer Awareness, Consumer Increase in Numbers, Stakeholder theory, Brand Equity
Citation
International Journal of Economics, Commerce and Management United Kingdom Vol. III, Issue 1, Jan 2015