Exploring the Effect of Philanthropic Practices of Corporate Social Responsibility on Consumer Brand Preference in Kenya


The broad objective of this study was to establish the effect of philanthropic practices of corporate social responsibility on consumer brand preference for mobile phone services. Data were collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. The study was conducted in Tharaka Nithi County, Kenya and established that philanthropic practices of corporate social responsibility had a statistically significant positive effect on consumer brand preference. It was discovered that consumers were aware of the charitable activities carried out by mobile phone service providers to the point where it affected their perceptions, attitudes, and ultimately their brand choices. Hence, there is a need for ongoing participation of mobile phone service providers in charitable activities because they have a positive impact on consumer brand preference.

Richard Mwenda Mate1, France Aloyce Shayo2 and Isaac Micheni Nkari3