IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND IMAGEOF MTN IN NIGERIA.
Keywords:Corporate Social Responsibility, Economic CSR activities, Social CSR activities Environmental CSR activities, Brand loyalty, MTN Nigeria.
The study examined the impact of corporate social responsibility (CSR) on brand image of MTN in Nigeria. Specifically, the study sought to variables of the impact of economic CSR activities, social CSR activities andenvironmental CSR activities andbrand loyalty of MTN in Nigeria. survey research design was adopted to carry out the research work Abuja metropolis in FCT.The population of 384 according to Cochran infinite customers were used and 262 returnedquestionnaires were used to analyzed the data. With the aid of ordinary least square regression analysis, the result showed that economic activities, social activities and environmental activities had a significant impact on brand loyalty with significant level of 0.04, 0.00 and 000 respectively.The study therefore concludes that CRS has a significant impact on brand image of MTN. The study recommends that management of MTN could find a way to innovate their economic responsibility practices by further engaging in these initiatives to enhance a brand image. This will lead to an increased customer base and finally increased profitability. Also, it recommends that MTN managers should undertake more morally justified CSR initiatives which will help to strengthen community welfare and their brand image.Finally,environmental protection programs should be developed. These programs can include recycling, procuring environment-friendly materials for use with MTN logo, engaging distributors and suppliers who are known to be environment friendly and creating products that do not pollute the environment.Therefore, it was concluded based on the results obtained that there is a very close link between CSR activities, the brand image of MTN in Nigeria.
Keywords: Corporate Social Responsibility, Economic CSR activities, Social CSR activities Environmental CSR activities, Brand loyalty, MTN Nigeria.
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© 2022, Centre for Foundation and Interdisciplinary Studies, Baze University, Abuja
Electronic Publication 2022
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