CUSTOMERS' PERCEPTIONS OF CORPORATE SOCIAL RESPONSIBILITY (CSR) INITIATIVES, BRAND IMAGE AND LOYALTY IN THE SOUTH AFRICAN RETAIL SECTOR

Abstract

Corporate Social Responsibility (CSR) is becoming increasingly prominent as companies see how important it is to safeguard the environment and society. CSR encompasses a wide range of activities, including philanthropy, environmental sustainability efforts, ethical practices, and community engagement. These actions are driven not just by ethical considerations but also by the objective to enhance corporate reputation and foster customer loyalty. This study adopted the Stakeholder Theory (ST) to analyse customer perceptions of CSR initiatives, brand image, and loyalty in the South African retail sector. A quantitative, descriptive, and cross-sectional research design was employed to collect data using a self-administered questionnaire. Additionally, a simple random sampling approach was used to select 400 respondents to participate in the study. Data was analysed using descriptive statistics by means of the Statistical Package for the Social Sciences (SPSS). The results show a high level of agreement on the efficacy of CSR initiatives, brand image, and loyalty. This study has contributed to the literature on CSR initiatives, brand image, and loyalty in the South African retail sector. Furthermore, the study could serve as a springboard for developing and altering policies so that they are environmentally and society-friendly.