The Impact of Corporate Social Responsibility on Organisational Brand Image; The Case of Les Brasseries du CamerounAuthor: Napoleon Arrey Mbayong
Purpose: The purpose of this study is to investigate the impact of corporate social responsibility on organizational brand image of Les Brasseries du Cameroun (SABC). The CSR levels used as variables here are Community, Workplace, Environment and Marketplace and it should be necessary to determine if it has either a positive or negative impact on the brand image. Design/Methodology/Approaches: The study made use of a Quantitative Research Design drawing from target population of 150 participants, out of which an actual sample size of 115 participants was successfully contacted as respondents. Through a structured questionnaire, data were collected and with the help of SPSS, analysis was made in this study. Findings: Findings of this study revealed that Brand image is considered the basic and significant important part of brand equity. The findings revealed that Corporate Social Responsibility has an influence on the brand image of the organization a level of significance of 5% was used and the overall results of the calculated F-statistics were 95% reliable. Specifically, the CSR Community and Workplace had a positive impact on brand image. Finding of this study also shows that CSR Environment and Marketplace had a negative impact on the brand image of Les Brasseries du Cameroun. Originality/Value: This research Topic, Questionnaire and methodology are new in the line of evaluating the impact of CSR on Organisational Brand Image especially in Brewery Company like Les Brasseries du Cameroun.