Corporate Social Responsibility and Consumer Identification

This book discusses the moderating role of personality traits on the relationship between four different dimensions of Corporate Social Responsibility (CSR) - economic, philanthropic, ethical and legal - and consumer identification, among clients of Safaricom in Kajiado County, Kenya. The author focuses on consumers' resonance with the various CSR programmes and the moderating effects of individual personality traits. She asserts that personality traits play a role in the relationship between CSR and Consumer Identification. Consequently, organisations should be cognizant of this fact and engage in various CSR programmes in order to tap into the different personality traits. The author recommends that individual preferences of CSR programmes should be identified by organisations in Africa so as to contribute to sustainable development. This book is highly recommended for organization managers, CEOs, scholars and policy makers within government.