Browsing by Author "Romawit Yilma"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Effect of Corporate Social Responsibility Practice on Brand Image in the case of Dashen bank s.c
    (Addis Ababa University, 2026-11-30) Romawit Yilma; Andinet Worku
    This study examined the effect of Corporate Social Responsibility (CSR) practices on the brand image of Dashen Bank S.C. The research was guided by Carroll's pyramid of CSR, which conceptualizes CSR across four dimensions: economic, legal, ethical, and philanthropic responsibility. A quantitative, cross-sectional research design was employed. Data were collected using a structured questionnaire adapted from validated instruments and translated into Amharic. A convenience sample of 350 customers was drawn from Dashen Bank branches in Addis Ababa. The data were analyzed using descriptive statistics, Pearson correlation, and multiple linear regression. The findings revealed that customers rated all four CSR dimensions positively, with legal responsibility receiving the highest mean score (4.30) and ethical responsibility the lowest (4.10). The overall brand image mean was 4.27 on a five-point scale. Correlation analysis showed that all CSR dimensions were positively and significantly correlated with brand image, with legal CSR showing the strongest relationship (r = 0.812). The regression model explained 66.8% of the variance in brand image (R² = 0.668). However, only legal responsibility emerged as a statistically significant positive predictor of brand image (β = 0.756, p < 0.001). Economic responsibility showed a negative coefficient in the regression model (β = -0.122, p = 0.015), while ethical and philanthropic responsibility were not significant at the 0.05 level. The study concludes that legal responsibility is the dominant driver of brand image for private banks in Ethiopia. Customers value compliance, transparency and fair treatment above economic performance or philanthropic activities. For Dashen Bank, sustaining and communicating legal responsibility should remain the primary CSR focus. Other private banks are advised to prioritize legal compliance in their CSR strategies. Future research should extend the study to other private banks and regions using probability sampling