Perceived philanthropy and consumer brand loyalty: an actionbased analysis of telephone company foundations.
Auteur 1 : NYEMB NTOOGUE Paul
CSR, philanthropic dimension, brand loyalty, corporate philanthropy, donation.
This article studies the effects of the perception of actions of philanthropy as a practice of
Corporate Social Responsibility (CSR) on consumers’ brand loyalty. It’s carried out on the
basis of a cases study. Six consumers, all heads of consumer right organizations, are selected to
understand the link between donations and other actions of telephone company foundations and
consumer loyalty to the brand. The content analysis concludes that, the perception of the
philanthropic actions has no of effect of consumers’ brand loyalty.
Vol. 3 No 6 (2021)