The Effect of Corporate Social Responsibility on Components of Brand Equity: The Case of Diageo Meta Abo Brewery S.C
No Thumbnail Available
Date
2017-06-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The purpose of this study is to explore the effect of Alcohol in the Society (CSR) campaign on components of brand equity (Brand awareness, image, response, meaning and resonance) specifically Diageo Meta Abo Brewery S.C. These campaigns include “Shoom shufair”, “Don’t drink and drive”, “not for sell for below 18 years old” etc. The study was conducted on Meta beer consumers who reside in Addis Ababa on 4 sub-cities (Bole, Arada, Chirkos and Nefasilk). The study is explanatory research with quantitative research method and deductive research approach. Primary data was collected using structured questionnaires, distributed to 384 customers. Accidental sampling method was used to select respondents. The total response rate was 92.82% which was acceptable to make the necessary statistical test. The data gathered was analyzed using frequency tables, mean and standard deviation tables, correlation, and regression through Statistical Package for Social Science (SPSS). The result revealed that a there is a moderate, positive and significant relationship between Alcohol in the Society (CSR) campaigns and brand awareness, brand image. Week, positive and significant relationship between Alcohol in the Society (CSR) campaigns and brand response, brand meaning. No significant relationship was observed between Alcohol in the Society (CSR) campaigns and brand resonance. In general, the findings indicate that Alcohol in the Society (CSR) campaigns contribute to brand equity at least in the context of Diageo Meta Abo.
Description
Keywords
Shoom Shufair, Brand Equity, Corporate Social Responsibility