Corporate Social Responsibility and Brand Image of MTN Nigeria Plc (Published)
The study examined the impact of corporate social responsibility (CSR) on brand image of MTN in Nigeria. Specifically, the study sought to variables of the impact of economic CSR activities, social CSR activities and environmental CSR activities and brand loyalty of MTN in Nigeria. survey research design was adopted to carry out the research work Abuja metropolis in FCT. Purposive sampling technique was based on businesses men and women and other customers who use MTN network of sample size was 278 using the Cronbach Alpha method to determine the sample size. Questionnaire was used in order to collect the primary data from the individual customers. With the aid of ordinary least square regression analysis, the data were analyzed and the result showed that economic activities, social activities and environmental activities had a significant impact on brand loyalty with significant level of 0.04, 0.00 and 000 respectively. The study therefore concludes that CRS has a significant impact on brand image of MTN. The study recommends that management of MTN could find a way to innovate their economic responsibility practices by further engaging in these initiatives to enhance a brand image. This will lead to an increased customer base and finally increased profitability. Also, it recommends that MTN managers should undertake more morally justified CSR initiatives which will help to strengthen community welfare and their brand image. Finally, environmental protection programs should be developed. These programs can include recycling, procuring environment-friendly materials for use with MTN logo, engaging distributors and suppliers who are known to be environment friendly and creating products that do not pollute the environment.
Keywords: Brand Image, Corporate Social Responsibility, economic CSR activities, environmental CSR activities, social CSR activities