IJSTR

International Journal of Scientific & Technology Research

IJSTR@Facebook IJSTR@Twitter IJSTR@Linkedin
Home About Us Scope Editorial Board Blog/Latest News Contact Us
CALL FOR PAPERS
AUTHORS
DOWNLOADS
CONTACT
QR CODE
IJSTR-QR Code

IJSTR >> Volume 4 - Issue 2, February 2015 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



The Influence Of CSR Awareness On Consumer Purchase Decision Of A Telecommunication Network In Ghana (A Case Of La Nkwantanag Madina Municipality)

[Full Text]

 

AUTHOR(S)

Patrick Amfo Anim, Agbemabiese George Cudjoe

 

KEYWORDS

Keyword: Consumer, CSR, Decision, La Nkwantanang Madina Municipality, MTN, Purchase, Telecommunication Networks,

 

ABSTRACT

Abstract: The purpose of this study was to empirically investigate the influence of CSR awareness on consumer purchase intention of a telecommunication network in Ghana. A sample size of one hundred and fifty (150) network subscribers of MTN was selected for the study using the purposive and convenience sampling method. The data obtained were analyzed using Statistical Package for Social Sciences (SPSS 20.0) software. From the study, the researcher found out that, customers are aware of the fact that MTN currently embarks on CSR activity such as hepatitis B Campaign project, annual blood donation projects, building of schools, provision of text books, school uniforms, development of ICT centers, MTN Ghana foundation and Heroes of Change project. However, what remained unknown was whether it has an effect on customer purchasing decision of their network or not. The study also revealed that, there were other factors that influenced consumer patronage of MTN services such as Brand name, quality services, reference groups, promotions, bonuses and products offered by MTN and the country of origin. However CSR activities performed by MTN were rated as a higher factor that influence consumers stay and repurchase of the network. Regulatory bodies should be firm in enforcing laws in corporate organizations and CSR should be viewed as part of the code of ethics of any corporate organization also there should be a national policy from government to set parameters for CSR in Ghana

 

REFERENCES

[1] Abbott. W.F, Monsen R.J (1979). On the Measurement of Corporate Social Responsibility: Self Reported Disclosures as a Method of Measuring Corporate Social Involvement. Academy of Management Journal. Vol 22, No 3, 501-515

[2] Ahearne, M., C. B., Bhattacharya & Gruen, T. (2010). Antecedents and consequences of customer – company identification: Expanding the role of relationship marketing. Journal of Applied Psychology 90(3): 574–585.

[3] Asaad, A. (2010). The role of brand equity in the effects of corporate social responsibility on consumer loyalty. Unpublished master's diss., University Sains Malaysia, Malaysia.


[4] Asongu J.J. (2007). The History of Corporate Social Responsibility. Journal of Business and Public Policy. Vol. 1, Number 2. 22nd March, 2010.

[5] Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.

[6] Bhattacharya, Sen, Sankar (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Americam Marketing Association. Pg 16-67

[7] Brown, Tom J., & Dacin, Peter A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. The Journal of Marketing. Vol. 61, No.1, pp. 68-84.

[8] Carrigan, M., & Attalla, A. (2001). The Myth of the Ethical Consumer - Do Ethics Matter in Purchase Behavior? Journal of Consumer Marketing, 18(7), 560 - 578.

[9] Carroll, B. Archie (1991). The pyramid Of Corporate Social Responsibility: Toward the moral Management of Organizational Stakeholders. Business Horizons pp 39-48.19 November, 2010. http://wwwrohan.sdsu.edu/faculty/dunnweb/rprnts.pyramidofcsr.pdf

[10] Coldwell D.A.L (2000). Perception and Expectations of Corporate Social Responsibility: Theoretical Issues and Empirical Findings. Journal of Business Managerial. Pg 49- 54

[11] Freeman R.E. & Liedtka, J (1991). “Corporate Social Responsibility: A Critical Approach,” Business Horizons, July-August, pp. 92-8

[12] Grunig J.E. (1979). A New Measure of Public Opinions on Corporate Social Responsibility. Academy of Management Journal. Vol 22, No 4, 738-764

[13] Gupta, Shruti. (2002). Strategic Dimensions of Corporate Image: Corporate Ability and Corporate Social Responsibility as Sources of Competitive Advantage via Differentiation. United States. Temple University.

[14] Jones, T. (1997). Instrumental stakeholder theory: A synthesis of ethics and economics. Academy of Management Review, 20: 404-437.

[15] Joyner B.E, Payne. D, Raibom C.E (2002). Building Values, Business Ethics and Corporate Social Responsibility into the Developing Organization. Journal Of Developmental Entrepreneurship. Vol 7, Pg 113 - 131

[16] Lantos, Geoffrey P. (2001). The boundaries of strategic corporate social responsibility. Journal of Consumer Marketing. Vol.18, No.7, pp. 595 – 632.

[17] Lichtenstein, Donald R., Drumwright, Minette E., & Braig, Bridgette M. (2004). The Effects of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. Journal of Marketing Research. Vol.68, No.4, pp. 16-32.

[18] Louche, S. O. Idowu & W. L. Filho (Eds.) (2010), Innovative CSR: From Risk Management to Value Creation. Sheffield, UK: Greenleaf.

[19] Maignan, Isabelle & Ferrell O C. (2004). Corporate Social Responsibility: An Integrative Framework. Journal of the Academy of Marketing Science, Vol. 32, No.1, pp. 3-19.

[20] McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and Financial Performance: Correlation or Misspecification? Strategic Management Journal, 21: 603-609.

[21] McWilliams, A. & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26:117-127.

[22] McWilliams, A., Siegel, D., & Wright, Patrick. (2005) Corporate Social Responsibility: Strategic Implications. Rensselaer Working Papers in Economics. Number 0506. http://www.rpi.edu/dept/economics/www/workingpapers/ Meridian Group International and Pathfinder International. CATALYST

[23] Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. Journal of Consumer Affairs, 35(1), 45-72.

[24] Murray, Keith B., Vogel, Christine M. (1997). Using a Hierarchy-of-Effects Approach to Gauge the Effectiveness of Corporate Social Responsibility to Generate Goodwill toward the Firm: Financial Versus Nonfinancial Impacts. Journal of Business Research. Vol. 38, No. 2, pp. 141-159.

[25] Öberseder, M., Schlegelmilch, B., & Gruber, V. (2011). “Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics, 104(4), 449-460.

[26] Ogrizek M (2002). Forum Paper: The Effect of Corporate Social Responsibility on the Branding of Financial Services. Journal of Financial Services Marketing. Vol 6, Pg 215-228

[27] Richardson A.J, Welker M, Hutchinson I.R. (1999). Managing Capital Market Reactions to Corporate Social Responsibility. International Journal of Management Research (IJMR). Pg 17- 43

[28] Russo, M. and Fouts, P. 1997. A resource-based perspective on corporate environmental performance and profitability. Academy of Management Journal, 40: 534-559. http://www.jstor.org/stable/257052?cookieSet=1