Evaluate the Effectiveness of Corporate Social

Responsibility (CSR) Initiatives on Brand Loyalty.

(A case study of Lafarge Cement)

BY
NAME
MATRIC NUMBER

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT

OF BUSINESS ADMINISTRATION, SCHOOL OF ECONOMICS
AND MANAGEMENT. ECOLE SUPERIEURE DES SCIENCE,
DE COMMERCE ET D' ADMINISTRATION DES
ENTERPRISES DU BENIN (ESCAE), PORTO NOVO.

IN PARTIAL FUFILMENT OF THE REQUIREMENT FOR THE

AWARD OF BACHELOR OF SCIENCE (B.SC) IN BUSINESS
ADMINISTRATION.

JULY, 2024
 CERTIFICATION
I certify that (YOUR NAME) with the Matriculation number: MATRIC NUMBER
carried out this study in the Department Management, under the supervision of

………………………. …………………..

DATE

(SUPERVISOR)

…………….............. …….………………...

Dr. Ajijola Isaac Date

Director of Studies
DEDICATION
ACKNOWLEDGEMENTS
 ABSTRACT
This dissertation investigates the evolving landscape of Corporate Social
Responsibility (CSR) and its impact on brand loyalty in contemporary business
environments. CSR has shifted from a peripheral concern to a strategic imperative,
driven by heightened awareness of societal and environmental issues. This study
focuses on how CSR initiatives influence consumer perceptions, particularly in
terms of emotional connection and brand reputation. Through a survey method
among consumers of Lafarge Cement in Papalanto, Ogun State, Nigeria, data was
collected and analyzed using statistical techniques. The findings indicate that
consumers strongly believe CSR activities contribute significantly to emotional
bonds with brands and enhance brand reputation and trustworthiness. These
positive perceptions suggest that well-executed CSR strategies can effectively
enhance brand loyalty by aligning with consumer values and expectations. The
study concludes by recommending strategic alignment of CSR activities, emphasis
on authenticity, continuous evaluation of CSR impacts, and effective
communication strategies to maximize the benefits of CSR investments for long-
term brand success.
Table of Content
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi
CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 STATEMENT OF THE PROBLEM

1.3 Research Objectives

1.4 Research Questions

1.5 Research Hypothesis

1.6 Significance of the Study

1.7 Scope Of The Study

1.8 Definition of Terms

CHAPTER TWO

REVIEW OF RELEVANT LITERATURES

2.1 Introduction

2.2 Conceptual Framework

2.2.1 Concept of Corporate Social Responsibility

2.2.1.1 Types of CSR

2.2.1.2 Dimensions of CSR

2.2.1.3 Benefits of CSR ………………………………………………… 12

2.2.2 Concept of Brand Loyalty

2.2.2.1 Importance of Brand Loyalty

2.2.2.2 Brand Loyalty vs Customer Loyalty

2.2.2.3 Factors Affecting Brand Loyalty

2.2.2.4 How to measure brand loyalty

2.2.3 Relationship Between CSR and Brand Loyalty

2.3 Theoretical Framework

2.3.1 Stakeholder Theory,

2.3.2 Social Identity Theory:

2.4 Empirical Review

2.5 Summary

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

3.1 RESEARCH METHOD

3.2 POPULATION OF THE STUDY

3.3 RESEARCH SAMPLING TECHNIQUE AND SAMPLE SIZE

3.4 INSTRUMENT FOR DATA COLLECTION

3.5 VALIDITY OF THE REASEARCH INSTRUMENT

 3.6 Administration of research instrument

3.7 METHOD OF DATA ANALYSIS

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION

4.2 Data Representation……………………………………………..Chart

4.2.1 Respondents’ Gender

Chart 4.2.2 Respondents’ Age

Chart 4.2.3 Respondents’ Academic Qualifications

Chart 4.2.4 To what extent do you believe CSR initiatives positively impact
brand loyalty?

Chart 4.2.5 Do you think CSR activities contribute to a stronger emotional

connection between consumers and brands?

Chart 4.2.6 In your opinion, does effective CSR enhance a brand's reputation and
trustworthiness?

Chart 4.2.6 Do you believe philanthropic activities such as donations and

community service positively influence brand loyalty?

Chart 4.2.6 To what extent do you think environmental sustainability initiatives

contribute to brand loyalty?

Chart 4.2.6 Do you consider ethical business practices (e.g., fair trade,
transparency) effective in fostering brand loyalty?

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

 5.1 Summary

5.2 Conclusion

5.3 RecommendationsReferences

Appendix
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 APPENDIX LETTER

Department of Business Administration,

ESCAE University Benin,

3, Quartier Akron, Gogan-Komey,

Porto-Novo

Republic of Benin

Dear Respondent,

I am from the DEPARTMENT OF BUSINESS ADMINISTRATION,

FACULTY OF ECONOMICS AND MANAGEMENT of ESCAE University
Benin, I am carrying a research on Evaluating the Effectiveness of Corporate
Social Responsibility (CSR) Initiatives on Brand Loyalty. I have chosen you as
one of my respondent and I would appreciate if you could kindly answer accurately
to the best of your knowledge the question to be asked, All responses will be
treated anonymously and utmost confidentially and will be strictly used for
academic purpose only.

Thank you,

Yours Faithfully

Your name
SECTION A- BIO-DATE OF THE RESPONDENT
Please underline the most appropriate responds.
1. Gender? a) Male b) Female
2. Age? a) 15-30years b) 31-50years c) 51 years and above
3. Academic qualification obtained?
a) PhD
b) Master’s Degree
c) Bachelor’s Degree
d) Senior High School Certificate

Section B -
Research Question 1: What is the impact of CSR initiatives on brand loyalty?
1. To what extent do you believe CSR initiatives positively impact brand loyalty?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
2. Do you think CSR activities contribute to a stronger emotional connection
between consumers and brands?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
3. In your opinion, does effective CSR enhance a brand's reputation and
trustworthiness?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree

Research Question 2: Which specific CSR activities are most effective in

building brand loyalty?
1. Do you believe philanthropic activities such as donations and community
service positively influence brand loyalty?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
2. To what extent do you think environmental sustainability initiatives contribute
to brand loyalty?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
3. Do you consider ethical business practices (e.g., fair trade, transparency)
effective in fostering brand loyalty?
 a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree

Research Question 3: How do consumer demographics influence the

effectiveness of CSR initiatives on brand loyalty?
1. Do you think younger consumers (under 35) are more positively influenced by
CSR initiatives than older consumers?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
2. To what extent do you believe cultural backgrounds influence consumer
perceptions of CSR impact on brand loyalty?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree
3. In your opinion, does income level significantly affect how consumers perceive
CSR initiatives in terms of brand loyalty?
a- Strongly Agree b- Agree c - Indifferent d- Disagree d - Strongly Disagree