The Effect of Corporate Social Responsibility on Consumer Perception of Corporate Image The Case of Commercial Bank of Ethiopia in Addis Ababa Area
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Date
2020-06
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Addis Ababa University
Abstract
The research title was The Effect of Corporate Social Responsibility on consumer perception of corporate image in the case of Commercial bank of Ethiopia. The purpose of the study was to find out the effectiveness of corporate social responsibilities activities made by CBE. Accordingly, the research models were composed of four independent variables such as economic, legal, and ethical and philanthropic responsibility, and the dependent variable corporate image. Furthermore hypotheses were developed to shown the effect of all the independent variables of corporate social responsibility on the dependent variable of corporate image. To this end the questioner was made and structured 5-point Likert scale. The questioners were distributed for the customers of four selected branches of Commercial Bank of Ethiopia in Addis Ababa. More specifically the number of respondents were 216 but I distributed 230 questionnaires and 212 (98 %) were returned back for analysis. The correlation analysis was illustrated to examine the relationship between those variables and effects of the factors was reported and analyzed by using multiples liner regression. Descriptive statistics also conducted in the research through the aid of Statistical Package for Social Science version 23 (SPSS). The findings of the study revealed that among the independent variables of philanthropic responsibility significantly affect corporate image of Commercial bank of Ethiopia. Concerning the other independent responsibilities the beta value as well as the p-value told that those factors positively and significantly affect corporate image of Commercial Bank of Ethiopia. Based on the finding, the researcher tried to forward a recommendation to the management of Commercial Bank of Ethiopia bank should focus and working on the above statistically significant factor in order to enhance and improve the bank image
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Corporate Social Responsibility, economic responsibility, legal responsibility