sseuВестник Самарского государственного экономического университетаVestnik of Samara State University of Economics1993-0453Самарский государственный экономический университет10.46554/1993-0453-2026-3-257-156-166sseu-459Research ArticleМЕНЕДЖМЕНТ И УПРАВЛЕНИЕ БИЗНЕСОМMANAGEMENT AND BUSINESS MANAGEMENTВосприятие клиентами управленческого фактора «G» в практиках ESG и лояльность к бренду: исследование среди студентов университетов в НигерииCustomers’ perception of the "G" in ESG practices and brand loyalty: a study on University Students in Nigeriahttps://orcid.org/0009-0007-1159-2178ТеофилусТ.Э. ОнeвоTheophilusT.E. Onewo

Теофилус Т.Э. Онeво – аспирант.

Екатеринбург

Theophilus T.E. Onewo – postgraduate student.

Yekaterinburg

tonevo@urfu.meУральский федеральный университет имени первого Президента России Б.Н. ЕльцинаРоссияUral Federal University named after the first President of Russia B.N. YeltsinRussian Federation20261304202603156166Copyright © Теофилус Т., 20262026Теофилус Т.Theophilus T.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.sseu.ru/jour/article/view/459

В данной статье рассматривается влияние управленческого фактора в рамках концепции «Экология, социальная сфера и управление» (ESG) на лояльность клиентов. Посредством описательного исследовательского дизайна с использованием первичных данных 384 студентов университета в Нигерии, являющихся клиентами Unilever, изучается, как восприятие клиентами корпоративной прозрачности и этики влияет на их лояльность, а также существуют ли различия в восприятии корпоративного управления клиентами мужского и женского пола. Гипотезы проверялись с помощью регрессионного анализа и t-критерия Стьюдента. Результаты исследования показывают, что восприятие клиентами корпоративного управления через механизмы прозрачности и этики влияет на их лояльность. Исследование способствует пониманию ценности управления ESG для бизнеса и предоставляет стратегические идеи для организаций, стремящихся к созданию устойчивых конкурентных преимуществ посредством совершенствования управления.

This paper examined the influence of corporate governance within the Environmental, Social, and Governance (ESG) framework on customer loyalty. Using a descriptive research design with primary data from 384 university students in Nigeria who were customers of Unilever, the study investigated how customer’s perception of corporate transparency, and ethics affect their loyalty, and whether there is difference in corporate governance perception of male and female customers. The research examined the hypotheses which were analysed via regression and t-test. This present research results showed that customer’s perception of corporate governance through transparency and ethics mechanisms, influence their loyalty. The research contributes to understanding the business value of ESG governance and provides strategic insights for organizations seeking to build sustainable competitive advantages through governance excellence.

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The authors declare that there are no conflicts of interest present.