Exploring the effect of ethical practices of corporate social Responsibility on consumer Brand Preference in Kenya

Richard Mwenda Mate *

Department of Business Administration, Faculty of Business Studies, Chuka University, Kenya.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 3871-3877.
Article DOI: 10.30574/ijsra.2024.13.2.2614
Publication history: 
Received on 19 November 2024; revised on 26 December 2024; accepted on 28 December 2024
 
Abstract: 
The purpose of this study was to establish the effect of ethical practices on consumer brand preference for mobile phone services. Data was 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 ethical practices of corporate social responsibility had a statistically significant positive effect on consumer brand preference. The study unveiled that consumers are aware of product related ethics, place related ethics, promotion related ethics, consumer related ethics, ethical marketing and advertising ethics. This has an effect on their perceptions, attitudes and ultimately their brand choices. This indicates the need for upholding ethical practices of corporate social responsibility because they have a positive impact on consumer brand preference.
 
Keywords: 
Corporate social responsibility; Ethical practices; Consumer brand preference; Mobile phone services
 
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