Influences of technological competencies and ethical practices of corporate social responsibility on consumer brand preference

Abstract

The broad objective of this study was to establish the moderating effect of technological competencies on the relationship between ethical practices of corporate social responsibility and consumer brand preference for mobile phone services in Kenya. Data was collected using a structured questionnaire and analyzed through descriptive and inferential statistics. Findings suggest that technological competencies significantly moderate the relationship between ethical practices of corporate social responsibility and customer brand preference. These findings call for continuous involvement of mobile phone service companies in corporate social responsibility practices as it positively influences consumer brand preference. Future research should aim at establishing contextual and geographical differences in consumer preferences by targeting other countries with different social economic conditions.