Corporate social responsibility, a tool in creating corporate brand awareness: A case study of the telecommunication industry in Ghana
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2010-04
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Abstract
This study is an effort to find out the role of Corporate Social Responsibility
(CSR) in creating Corporate Brand Awareness. University students have
been identified by the telecommunication companies as an attractive target
group with financial prospects. Therefore, questionnaires sought to find the
views of 120 students that provided insight to the role that CSR plays in
creating corporate brand awareness in the telecommunication industry.
The results from the research showed that CSR plays a role in creating
brand awareness for the companies that are highly engaged in it; in this
case, Zain and MTN. This is particularly so because, these companies made
sure that customers and the public at large were aware of their CSR
activities. On the other hand, the CSR activities of a company like Kasapa
were not known to the public and so it was considered to be inactive in
CSR. It is also important to mention that, most consumers factor into their
purchasing decision, the element of brand awareness, implying that they
were more likely to purchase a product or service of a brand that they are
more aware of. Therefore, creating brand awareness through CSR moves a
company further to completing the purchase of its product or service. Other
benefits derived from using CSR as a tool in creating corporate brand
awareness include protection of brand reputation and a solid foundation for
brand perceived loyalty and quality.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2010
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Keywords
Ghana, brand awareness, corporate social responsibility (CSR), marketing