Relationship between Corporate Social Responsibility (CSR) Communication and Brand Loyalty in Somalia
DOI:
https://doi.org/10.47672/ajc.2259Keywords:
Corporate Social Responsibility, Communication, Brand LoyaltyAbstract
Purpose: The aim of the study was to assess the relationship between corporate social responsibility (CSR) communication and brand loyalty in Somalia.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study indicated that effective communication of CSR initiatives enhances consumers' perceptions of a company's commitment to social and environmental responsibility. This perception, in turn, fosters trust and loyalty among consumers, leading to increased brand loyalty. Studies also indicate that transparent and authentic CSR communication strategies resonate more with consumers, contributing significantly to building a strong brand image and fostering long-term relationships with customers. Overall, the findings emphasize the importance of genuine CSR communication in cultivating brand loyalty and enhancing the overall reputation of a company.
Implications to Theory, Practice and Policy: Stakeholder theory, social identity theory and signaling theory may be used to anchor future studies on assessing the relationship between corporate social responsibility (CSR) communication and brand loyalty in Somalia. Companies should prioritize transparent and consistent communication of their CSR activities to build consumer trust and loyalty. Regular updates, detailed reports, and clear articulation of CSR goals and achievements are crucial for fostering long-term relationships with customers. Policymakers should establish clear regulatory standards for CSR reporting to ensure transparency and accountability.
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