An exploratory study on brand preferences and loyalty among Malaysian consumers through Nestlé’s corporate social responsibility (CSR) initiatives

Abstract

This study investigates the relationship between brand loyalty and corporate social responsibility (CSR) initiatives by Nestlé Malaysia, with a focus on consumer perceptions in the Malaysian market. It highlights the growing role of CSR in enhancing corporate reputation and fostering consumer loyalty. This research uses the Hierarchy of Effects Model (HEM) Theory as a framework to examine how CSR initiatives influence brand preference and consumer loyalty. Findings reveal that consumers appreciate CSR efforts, viewing them as indicators of a brand's social responsibility. The study shows that CSR activities, particularly those focused on community support and environmental sustainability, positively impact consumer perceptions and reinforce brand loyalty. While CSR initiatives elevate consumer preference for the brand, practical factors like product quality and affordability remain decisive in brand loyalty. This study concludes that CSR efforts can strengthen consumer loyalty. However, a comprehensive approach that combines quality, competitive pricing, and social responsibility is essential for sustaining loyalty in the Malaysian market.