Background of the Study
Corporate Social Responsibility (CSR) has become a critical factor in business success, influencing consumer perceptions, brand reputation, and customer loyalty. Companies that engage in CSR initiatives, such as environmental sustainability, community development, and ethical business practices, tend to attract more loyal customers (Adebayo & Johnson, 2024). Nestlé Nigeria, a leading multinational company, has been actively involved in CSR programs, including nutrition education, water conservation, and youth empowerment in various states, including Kwara.
In Kwara State, where socio-economic challenges persist, Nestlé Nigeria's CSR initiatives play a vital role in community development. However, the extent to which these CSR activities translate into brand loyalty among consumers remains underexplored. While some studies suggest that CSR strengthens customer trust, others argue that its impact depends on factors like brand perception, communication strategies, and consumer awareness. This study seeks to examine the relationship between CSR and brand loyalty in Nestlé Nigeria.
Statement of the Problem
Despite heavy investments in CSR, many companies struggle to establish a direct link between their social initiatives and customer loyalty. Consumers often perceive CSR efforts as marketing tactics rather than genuine commitments to societal well-being (Adeoye, 2023). Nestlé Nigeria faces a similar challenge in Kwara State, where varying consumer attitudes may influence brand loyalty despite its CSR engagements. Understanding how CSR affects consumer trust and long-term brand loyalty is essential for refining corporate strategies.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
The study focuses on CSR initiatives of Nestlé Nigeria in Kwara State from 2023 to 2025. Limitations include variations in consumer awareness and the inability to measure long-term brand loyalty accurately.
Definitions of Terms
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