Corporate Social Responsibility and Brand Loyalty Among Consumers in Kano State

This research examines the relationship between corporate social responsibility (CSR) activities and brand loyalty among consumers in Kano State, a major commercial centre in Nigeria's North West geopolitical zone. CSR has evolved from a philanthropic afterthought into a core strategic tool for building sustainable consumer relationships, particularly in markets where trust between corporations and communities is increasingly scrutinised. This study employs a descriptive survey design with data gathered from 140 consumers through structured questionnaires across three major retail zones in Kano metropolis. Analysis was conducted using descriptive statistics and regression analysis. The study evaluates CSR dimensions including community development investments, environmental sustainability initiatives, educational scholarship programmes, and health intervention projects, mapping each against brand loyalty indicators such as repeat purchase intention, brand advocacy, and price tolerance. Findings indicate that community development investments and educational scholarship programmes generate the strongest loyalty responses among Kano consumers, consistent with the high premium placed on community welfare values in Northern Nigerian cultural contexts. Environmental sustainability initiatives showed weaker direct loyalty associations but contributed to overall brand trust perceptions. The study recommends that firms operating in Kano State prioritise community-embedded CSR programmes aligned with local cultural and social values to maximise loyalty dividends. Keywords: corporate social responsibility, brand loyalty, consumer behaviour, Kano State, community development.