The effect of corporate social responsibility on cocoa licensed buying companies performance: the mediating effect of brand loyalty

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Firms or institutions are craving to stay relevant and productive through the implementation of socially responsible practices. Many business firms have realized the immense benefits of being socially responsible in the communities in which they operate. Studies have unraveled that, there are mediating and moderating factors that influence firm’s performance aside corporate social responsibilities. This study investigated the effect of corporate social responsibility on cocoa licensed buying companies, assessed the effect of CSR on brand loyalty and how brand loyalty mediates the relationship between CSR and firm performance. The respondents for this study were cocoa purchasing clerks in Obuasi Municipality, regional managers of cocoa licensed buying companies, workers of Ghana Cocoa Board, marketing and brand consultants. Convenience sampling under non-probability sampling was the sampling technique used. Out of the 200 respondents, 184 responded to the questionnaire. Items or measuring instruments for the study were adapted from the literature. Confirmatory Factor Analysis (CFA) were done to establish the convergent validity of the adapted items and Cronbach Alpha was done to establish composite or construct reliability. Structural Equation Modeling (SEM) was the technique used to analysis the structural model. The results of the structural equation modelling indicated that, both CSR and BL have a positive relationship or influence on LBC Performance. From the structural model, it could be seen that the impact weight of Corporate Social Responsibility on Licensed Buying Company Performance appears less strongly with path coefficient of 0.50. Brand Loyalty as a mediating variable is strongly correlated with LBC Performance with a path coefficient of 0.72. To better comprehend the interrelatedness of CSR, BL and LBC Performance, it would be expedient another research is conducted to involve more mediating variables.
A thesis submitted to the school of business, Kwame Nkrumah university of science and technology in partial fulfillment of the requirements for the award of master of business administration in (strategic management and consulting)