Exploring the effect of ethical practices of corporate social Responsibility on consumer Brand Preference in Kenya

The purpose of this study was to establish the effect of ethical practices on consumer brand preference for mobile phone services. Data was collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. The study was conducted in Tharaka Nithi County, Kenya and established that ethical practices of corporate social responsibility had a statistically significant positive effect on consumer brand preference. The study unveiled that consumers are aware of product related ethics, place related ethics, promotion related ethics, consumer related ethics, ethical marketing and advertising ethics. This has an effect on their perceptions, attitudes and ultimately their brand choices. This indicates the need for upholding ethical practices of corporate social responsibility because they have a positive impact on consumer brand preference.