Brand Social Responsibility and Consumer Behaviour: What Effect? An Analysis in African Context

The aim of this contribution is (i) to analyse the perceptions of African consumers of brand social responsibility (BSR) and (ii) to measure the effect of BSR on consumer behaviour in the African context. Rooted in a triangular approach, this research uses a sequential methodological approach with two consecutive phases: an exploratory phase characterized by 30 interviews and a confirmatory phase materialized by 300 questionnaires administered to consumers socially responsible. A social desirability test is introduced in this questionnaire to reduce bias. The results of the exploratory study reveal four dimensions of BSR: respect of the health of consumers, respect of the environment, realization of altruistic actions and respect of African traditions. Moreover the results of the quantitative study show that the perceived BSR influences the consumer’s cognitive, affective and conative responses. By highlighting the dimensions of BSR that are relevant to the African context, this research enriches the literature with dimensions that have not been explored by previous studies. From a managerial point of view, it allows brand managers to identify the expectations and perceptions of consumers in terms of BSR and thus to redesign the psychological axes to be used in their communication strategies. In addition, this research identifies processes that can strengthen consumers’ attachment to these brands and thus lead the company to improve their competitiveness and performance. The originality lies in the field of study of this research which is carried out in sub-Saharan Africa, precisely in Cameroon, a country with cultural specificities and on local brands.