Corporate Social Responsibility Strategy and Brand Loyalty in the Nigerian Banking Sector

This study examines the relationship between corporate social responsibility strategy and brand loyalty among customers of selected commercial banks in Nigeria. CSR has evolved from a philanthropic activity to a core strategic tool for Nigerian banks competing for customer trust and market share. The study uses a descriptive survey design, targeting bank customers and corporate communications officers of eight commercial banks operating in Ibadan, Kano, and Enugu. A total of 140 respondents were selected using stratified random sampling. Structured questionnaires measuring CSR awareness, CSR engagement, and brand loyalty dimensions were administered. Data were analyzed using descriptive statistics and regression analysis. Findings indicate a significant positive relationship between customers' awareness and perception of CSR activities and their loyalty to the bank brand. CSR initiatives focused on education, community development, and financial inclusion generate the highest brand loyalty returns among Nigerian banking customers. The study also finds that consistency and visibility of CSR programs, rather than the financial scale alone, are more critical determinants of loyalty outcomes. The research concludes that Nigerian commercial banks must integrate CSR into their brand strategy frameworks as a deliberate loyalty-building investment rather than a reactive public relations exercise. Keywords: corporate social responsibility, brand loyalty, banking sector, Nigeria, stakeholder trust.