Corporate Social Responsibility and Consumer Patronage: The Mediating Role of Brand Image among Beverage Consumers in Nigeria

This study investigated the relationships among corporate social responsibility (CSR), brand image, and consumer patronage in Nigeria's beverage industry, with brand image serving as a mediating variable. The five dimensions of CSR were conceptualised as environmental responsibility, community development, ethical business practices, employee welfare, and philanthropic activities. The study addressed conflicting evidence concerning whether CSR affects consumer behaviour directly or indirectly through perceptual pathways. A quantitative cross-sectional survey was conducted among 396 consumers who had purchased products from five major beverage companies in Lagos, Abuja, Port Harcourt, and Ibadan during the preceding year. Brand image was measured in terms of credibility, trust, recognition, and reputation, while patronage was measured through repeat purchase intention, purchase frequency, preference, and recommendation behaviour. Data were collected using a structured five-point Likert-scale questionnaire and analysed through partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4. The measurement model demonstrated adequate reliability and validity, as all values for Cronbach's alpha, composite reliability, and average variance extracted exceeded the recommended thresholds. Model fit was satisfactory (SRMR < 0.08), and no collinearity was detected (all VIF < 3.0). Structural path analysis showed that CSR had a significant positive effect on brand image (β = 0.612, p < 0.001), brand image had a significant positive effect on consumer patronage (β = 0.487, p < 0.001), and CSR had a significant positive effect on consumer patronage (β = 0.298, p < 0.001). Mediation testing indicated that brand image partially mediated the relationship between CSR and consumer patronage (indirect effect = 0.298, VAF = 38.6%). These findings suggest that beverage companies may strengthen consumer relationships directly through visible CSR engagement and indirectly by fostering credible brand perceptions. The study provides empirical evidence from a relatively under-researched emerging-market context and offers practical recommendations for brand managers and policymakers.