The Impact of Corporate Social Responsibility on Brand Loyalty and Return on Investment for Organisations

Abstract

Many scholars have defined Corporate Social Responsibility (CSR) in a variety of ways. Most believe it is founded on good corporate citizenship or the acknowledgement by businesses that they need to understand and manage the business‟s wider influences on society for the benefit of the company and society as a whole (Marsden & Andriof, 1998). CSR scholars have also argued that businesses take their cue from the cultural values of their ambient societies in defining their social obligations (Sachs, Rühli, & Mittnacht, 2005). In an African context, Philips (2006) argues that the motivation for CSR in some countries is quite different from the Western countries. In his view, Africa‟s collective approach to problem solving and the impact of the extended-family system, reinforced by the strong “village” community mentality and philosophy, encourage local businesses to exhibit profound social responsibility. Poor African societies tend to be more concerned about immediate existential needs than long-term societal goals that feature prominently on the international agenda such as environmental protection (Kuada, 1994).