THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND LOYALTY. IN THE TELECOMMUNICATIONS SECTOR DURING THE COVID 19 PANDEMIC: A CASE OF ECONET WIRELESS ZIMBABWE

      Аннотация: This research investigated the influence of corporate social responsibility on brand loyalty. The objectives used in the study were to determine the relationship between corporate social responsibility and brand loyalty at Econet Wireless to establish whether clients are aware of CSR activities of Econet Wireless or not. Causal research design was used for the first objective and descriptive research design was used for the second objective. Simple random sampling technique was used to determine the elements to be included in the sample and a sample size of 384 calculated using Saunders formulae was used. The researcher used questionnaires to collect data which were administrated electronically in line with COVID-19 regulations. The findings of the research revealed that The Cronbach Alpha coefficient to test the reliability of the measurement scales was used to determine the impact of corporate social responsibility (employee, ethical, legal and social responsibility) on brand loyalty.

Ключевые слова: COVID 19, corporate governance, corporate social responsibility, Brand loyalty and Marketing.