Impact of Corporate Social Responsibility (CSR) on Consumers' Attitude Towards Corporate Image and Purchase Intention in the Nigerian GSM Telecommunication Industry
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Date
2013
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Publisher
Journal of International Managamant Studies
Abstract
This study investigated the extent to which the CSR activities of organizations in the Nigerian
telecommunications industry affect consumers' attitude towards their corporate image and contribute to
the purchasing intention of the prospective consumers. The aim of this study is to assist marketers in the
Nigerian GSM telecommunications industry develop strategies that will help them take full advantage of
CSR towards improving their corpoate image, consumers' purchase intention and patronage. The
exploratory research design was employed to study a sample of 600 consumers of the four major
operators in the Nigerian GSM telecommunications industry. It was discovered that consumers' feelings
about their company's CSR attributes was related to how they felt about their company's image and
purchase intention. Thereby supporting existing literature that there is a positive relationship between
CSR and attitude towards corporate image and purchase intentions.
Description
Keywords
CSR, Nigerian GSM Telecommunication Industry, Consumers' Attitude, Purchase Intention, Corporate Image