The Effect of Corporate Social Responsibility on Corporate Brand Equity: The Case of Lion International Bank S.C
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Date
2022-07
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Addis Ababa University
Abstract
The purpose of this study was to test the effect of Corporate Social Responsibility on Corporate Brand Equity with particular reference to Lion International Bank S.C. The study specifically examined how the bank’s philanthropic corporate social responsibility activities effect on the Bank’s effort to build its brand equity in particular addressing the brand awareness, perceived quality, brand association and brand loyalty. A conceptual framework was developed based on a review of extant literature to depict the relationships among the study variables. This study used descriptive case study research design to answer the research questions to assess the current conditions of the bank’s corporate social responsibility and customer’s perception towards it. The questionnaire administered to 384 samples of respondents using convenient sampling technique. The data were analyzed using descriptive statistics and multivariate regressions model. According to the findings in this study, the Philanthropic corporate social responsibility practice of the bank has made a significant contribution to the bank’s brand equity and. has a positive significant effect on brand equity. Therefore, knowing that the practice valued by the customers and has a significant effect on the bank’s brand, LIB should consider publicizing its corporate social responsibility activities to the public via media outlets and pertinent social media platforms in a more organized and systematic way in order to get the return from its good deeds.
Key Words: Corporate Social Responsibility, Brand Equity, Lion International Bank