CSR As A Pr Strategy: Exploring How Ghanians Perceive Its Role In Building Brand Loyalty

Abstract

This study explored how Ghanaian consumers perceived corporate social responsibility (CSR) as a public relations (PR) strategy and how these perceptions influenced brand loyalty. Although CSR has gained prominence within contemporary corporate practice, limited research in the Ghanaian context has examined consumer interpretations of CSR and the extent to which such initiatives shape attitudes toward brands. Guided by the interpretivist paradigm and a qualitative exploratory design, the study sought to capture the subjective meanings consumers assigned to CSR and the implications of these meanings for corporate reputation and loyalty. Data were generated through semi-structured interviews with seven participants of diverse ages and occupational backgrounds. The interviews were analysed thematically using Braun and Clarke’s (2006) six-phase framework. The findings revealed that Ghanaian consumers largely understood CSR as the act of “giving back” to society through philanthropic activities, particularly in areas such as healthcare, education, and community support. CSR was perceived as enhancing a company’s image by demonstrating social consciousness and moral responsibility. However, participants also expressed concerns about the sincerity of some CSR efforts, noting that certain initiatives appeared to prioritise visibility and publicity over genuine community impact. The findings further showed that while CSR contributed positively to perceptions of trust and credibility, it did not consistently translate into behavioural loyalty. Consumers appreciated socially responsible brands but prioritised factors such as affordability, product quality, and convenience in actual purchasing decisions. The study concluded that CSR functioned more effectively as a PR tool for image building than as a direct driver of brand loyalty. The study recommends that companies adopt more authentic, community-engaged, and sustained CSR initiatives, and that policymakers strengthen CSR guidelines to promote accountability. Suggestions for future research are also provided.