The effect of corporate social responsibility on firm performance: the mediating role of corporate image and brand performance
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Date
2023
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KNUST
Abstract
The study employed explanatory research design to evaluate the corporate social responsibility, corporate image, brand performance and firm performance. Thus, the study employed quantitative research method for data gathering and interpretation. The population of the study was top ranking employees of selected banks in kumasi. The study considered a sample size of 200 respondents. More so, the study employed primary source of data, which was done on the field using structured questionnaires. Respondents were sampled to respond to the questionnaires using purposive sampling technique. The data collected was analyzed using statistical package for social sciences (spss). Thea study found that corporate social responsibility has a significant positive relationship with firm performance. The study found that corporate social responsibility has a significant positive relationship with corporate image. The study found that corporate social responsibility has a significant positive relationship with brand performance. Moreover, the study found that corporate image and brand performance mediates the relationship between corporate social responsibility and firm performance. The study recommends that firms should zealously engage in social investment as it has the potential of contributing the overall firm performance. The study suggests that in order to enhance the general corporate image of the firm, the firms should have promoted csr activities. Socially responsible activities enhance the brand image of companies’ goods as well as the company’s general image. The study again suggests that there is for intense csr initiates and it enhances and shape the performance of the brand. The study suggest that firms should be responsible socially to reap its accompanying benefits in terms of firm performance.
Description
A thesis submitted to the department of marketing and corporate strategy of the school of business, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for the degree of masters of business administration (strategic management and consulting)