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The role of Corporate Social Responsibility (CSR) in enhancing brand loyalty in South African consumer markets

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  • Masa Sylvester Motadi

    (University of Venda)

Abstract

This study examines Corporate Social Responsibility (CSR) and brand loyalty within South African consumer marketplaces. This study investigates the relationship between CSR activities and customer behaviour, focussing on the influence of CSR on trust, satisfaction, and loyalty. The socio-economic and historical context of South Africa influences consumer attitudes towards corporate social responsibility, distinguishing it from other global markets. This study advocates for ongoing impact evaluations and stakeholder engagement to enhance the effectiveness of corporate social responsibility initiatives in both business and governmental contexts.

Suggested Citation

  • Masa Sylvester Motadi, 2024. "The role of Corporate Social Responsibility (CSR) in enhancing brand loyalty in South African consumer markets," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 6(4), pages 49-55, September.
    • Handle: RePEc:adi:ijbess:v:6:y:2024:i:4:p:49-55
    DOI: 10.36096/ijbes.v6i4.569
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