The Effect of Corporate Social Responsibility in Buliding Brand Image (, The Case of Dashen Bank S.C, Head Office)
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Date
2026-02-22
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Addis Ababa University
Abstract
Corporate Social Responsibility (CSR) has emerged as a significant area of focus globally; however, most existing literature remains outside the Ethiopian context. While Dashen Bank is a leading private commercial bank in Ethiopia and has been the subject of various studies, there is a research gap regarding its specific CSR practices, challenges, and benefits. This thesis was designed to critically identify the key CSR practices of Dashen Bank, alongside the challenges and benefits associated with these initiatives. To achieve this objective, the study employed a mixed-methods approach, utilizing both primary and secondary data. Quantitative data was gathered through survey questionnaires distributed to a purposively selected sample of 151 employees, while qualitative data was collected through interviews.The findings reveal that Dashen Bank actively engages in various CSR dimensions, encompassing both business-related and non-business-related responsibilities. The study demonstrates that these CSR practices have yielded significant benefits, including strengthened customer trust, enhanced employee engagement and productivity, and positive customer outreach—all of which have contributed to increased profitability. Conversely, the research identifies several critical barriers that have hindered the bank’s full engagement in CSR programs. These include persistent political instability and regional conflicts, unfavorable macroeconomic factors, and the disruptive impact of the COVID-19 pandemic.Based on these findings, the study offers recommendations for both the bank and the wider industry. It suggests that other financial institutions can draw valuable lessons from Dashen Bank’s experience while emphasizing that national peace and stability are fundamental for sustainable CSR. Finally, the study suggests that future research should adopt a broader scope, investigating multiple companies and exploring the role of CSR in combating money laundering, corruption, and terrorism.
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Keywords
CSR, Corruption, Customer Trust, Ethiopia, Dashen Bank