Effects of Corporate Social Responsibility on Brand Awareness: The Case of Meta Breweries
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Date
2021-10
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A.A.U
Abstract
It is very important that companies must manage their relationship with society and the
environment that surrounds them in order to achieve and fulfill their main business objective.
This means that the company's performance is also measured by the level and impact of its
activitieson the environment and the society. The responsibility and reliability of the company in
the eyes of customers and the population are used today as parameters to position companies
against their competitors. Due to such significance different organizations apply the concept of
CSR. However, making profit and gaining competitive advantage couldn’t help the company to
exist. Companies have to be socially accountable to themselves and stakeholders. Despite the
increasing emphasis of CSR in the commercial market, little is known about the effect of CSR
actions on consumers As a result the ultimate aim of this research is to know the effect of CSR on
the brand awareness on Meta Abo breweries. The study used quantitative approach to reach into
the study’s objective and the association explained on the frame work was tested using descriptive
and explanatory research methodology. The data was collected from 384 customers of Meta Abo
using questionnaire and data was analyzed using descriptive statics and multiple regression
analysis. The result obtained indicated that CSR pyramids have significant impact on brand
awareness of a given company. So Meta Abo should keep up the practice of CSR more seriously
for creating brand awareness and recommend other Companies to note the importance of
investing in CSR as part of the business in consumer oriented CSR actions to meet the needs of
the customer and society as a whole.
Key words:Corporate Social Responsibility, Brand Awareness, Customer Perception, CSR
Pyramid
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Keywords
Brand Awareness, Corporate Social Responsibility