Exploring the CSR Influence on Brand Patronage in Nigeria

Adeyeye, Babatunde K. and Ibitayo, O and Adesina, Evaritus and Yartey, D and Ben-Enukora, Charity, A. (2021) Exploring the CSR Influence on Brand Patronage in Nigeria. Covenant Journal of Communication, 8 (2). pp. 85-108.

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This work investigated the influence of corporate social responsibility (CSR) on brand patronage in Nigeria using an upscale bank as the study focus. This investigation became an imperative sequel to the need for current data on CSR dynamics, including the customer's place in those dynamics. Anchored on the Stakeholders Theory, a survey and in-depth interview helped gather the data from the bank's customers and a representative of its CSR and Services Initiatives Department - 300 respondents in all - responding to the quantitative and qualitative approaches. The findings debunked the widespread opinion that customers are ignorant or oblivious of Nigeria's top banks' CSR systems. CSR activities helped promote the investigated bank's image, leading to increased patronage, among other positive outcomes. Findings also demonstrated that by investing in CSR, an organization could achieve a positive outcome in terms of its financial performance. The positive outcomes notwithstanding, Nigerian banks should intensify their CSR activities still and the associated publicity. This escalation could help increase awareness that Nigerian banks are not doing badly in CSR, contrary to opinions

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Date Deposited: 17 Jan 2024 10:46
Last Modified: 17 Jan 2024 10:46
URI: https://eprints.lmu.edu.ng/id/eprint/5262

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