Title: Influence of Corporate Social Responsibility (CSR) on Brand Loyalty: A Case Study of Uganda Breweries Limited.
Authors: Kabanda Richard, Zigira Sam
Volume: 9
Issue: 2
Pages: 30-35
Publication Date: 2025/02/28
Abstract:
This study assessed the impact of Uganda Breweries Limited's (UBL) Corporate Social Responsibility (CSR) initiatives on consumer loyalty, brand perception, repeat purchase behavior, and word-of-mouth recommendations within Uganda's beverage industry. Using multiple logistic regression analyses, the study examined the relationship between UBL's CSR activities, such as environmental sustainability, clean water projects, and educational support, and key consumer behaviors. The findings revealed that UBL's CSR initiatives significantly influenced consumer loyalty, with environmental sustainability and educational support having the strongest effects. Specifically, consumers who perceived UBL's CSR efforts positively were more likely to demonstrate brand loyalty, with a notable influence from product quality (odds ratio = 2.32, p < 0.01). The study further established that UBL's CSR initiatives enhanced consumer perceptions of the brand, particularly those related to sustainability and clean water projects, which were strongly associated with favorable brand attitudes (odds ratio = 1.88, p < 0.05). In addition, CSR strategies positively impacted repeat purchase behavior and word-of-mouth recommendations, with product satisfaction emerging as the most significant predictor of repeat purchases (odds ratio = 2.49, p < 0.001). The study concluded that UBL's CSR activities contributed not only to improving brand perception but also to driving consumer advocacy, thus playing a crucial role in fostering long-term consumer relationships and business sustainability.