The Effect of Corporate Social Responsibility on Brand Building

Ayogyam Alexander, Amo Francis, Lydia Asare Kyire, Hudu Mohammed

Abstract


The objective of this research has been to find out the effect Corporate Social Responsibility (CSR) would have on the building of future brands in an organisation. Some beneficiary communities were segmented into focus groups for discussions on the ramifications of CSR. The discussions brought forth three main ramifications (namely; stakeholder expectations, collaborations and research & Development) which eventually led to the discovery of fifteen variables. A questionnaire was then prepared with these variables in mind. A sample of 200 employees from ten organizations was selected as respondents before these questionnaires were administered. The data collected on these variables were then analysed using factor analysis. The analysis revealed that, there exist strong correlations between some of the variables such as OLBS and PIC; CTP and PIC; COO and RCL and others as shown in the correlation matrix table. The analysis further indicated that the variables PIC, RCL, PSE, DVD, TT and OCD with Eigen values greater than 1 reflects a decreasing strength towards brand building as shown in the total variance table. Out of the 15 variables, component 1 with a loading of 10.840 best affects brand building instead of component 2.


Full Text: PDF DOI: 10.5539/ijms.v6n3p126

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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