The effects of corporate social responsibility (Csr) on corporate brand positioning
The purpose of this paper was to investigate the role of Corporate Social Responsibility (CSR) in corporate brand positioning in the printing and packaging industry in Zimbabwe. The research was conducted by reviewing various streams of literature and interviews with 10 representatives from 5 compan...
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| Format: | Article |
| Language: | English |
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MCSER Publishing
2021
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| Online Access: | https://www.richtmann.org/journal/index.php/mjss/article/view/4129 http://hdl.handle.net/11408/4379 |
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| author | Makasi, Africa Govender, Krishna Munyoro, Tendai |
| author_facet | Makasi, Africa Govender, Krishna Munyoro, Tendai |
| author_sort | Makasi, Africa |
| collection | DSpace |
| description | The purpose of this paper was to investigate the role of Corporate Social Responsibility (CSR) in corporate brand positioning in the printing and packaging industry in Zimbabwe. The research was conducted by reviewing various streams of literature and interviews with 10 representatives from 5 companies and 10 customers also participated in this research. A semi-structured questionnaire was used. Two representatives from each of the ten competing companies were selected while customer representatives (both industrial and ordinary) were selected using the companies’ customer records as the sampling frame. These were selected on the basis of the ratio of their revenue contribution which stands at 1: 2 in favour of industrial customers. All qualitative responses were grouped into themes for coding purposes. The data gathered was coded and captured to form panel data for further analysis using the Statistical Package for Social Sciences (SPSS) version 19. Results of the research indicated that15 out of the sampled respondents of 20 confirmed that indeed CSR directed towards employees through provision of health care services and education and other activities as highlighted help to improve corporate image and position. The research also concluded that communities are intertwined with companies and their perceptions matter in corporate brand positioning. Using results of the T-Tests, it was concluded that CSR programs directed towards the environment play an important role in positioning corporate brands. Future research can refine CSR input by recognizing these differences and theorizing about employees’ reactions. |
| format | Article |
| id | ir-11408-4379 |
| institution | My University |
| language | English |
| publishDate | 2021 |
| publisher | MCSER Publishing |
| record_format | dspace |
| spelling | ir-11408-43792022-06-27T13:49:06Z The effects of corporate social responsibility (Csr) on corporate brand positioning Makasi, Africa Govender, Krishna Munyoro, Tendai Corporate social responsibility Corporate brand Corporate image Positioning The purpose of this paper was to investigate the role of Corporate Social Responsibility (CSR) in corporate brand positioning in the printing and packaging industry in Zimbabwe. The research was conducted by reviewing various streams of literature and interviews with 10 representatives from 5 companies and 10 customers also participated in this research. A semi-structured questionnaire was used. Two representatives from each of the ten competing companies were selected while customer representatives (both industrial and ordinary) were selected using the companies’ customer records as the sampling frame. These were selected on the basis of the ratio of their revenue contribution which stands at 1: 2 in favour of industrial customers. All qualitative responses were grouped into themes for coding purposes. The data gathered was coded and captured to form panel data for further analysis using the Statistical Package for Social Sciences (SPSS) version 19. Results of the research indicated that15 out of the sampled respondents of 20 confirmed that indeed CSR directed towards employees through provision of health care services and education and other activities as highlighted help to improve corporate image and position. The research also concluded that communities are intertwined with companies and their perceptions matter in corporate brand positioning. Using results of the T-Tests, it was concluded that CSR programs directed towards the environment play an important role in positioning corporate brands. Future research can refine CSR input by recognizing these differences and theorizing about employees’ reactions. 2021-06-07T08:36:05Z 2021-06-07T08:36:05Z 2014 Article 2039-2117 2039-9340 https://www.richtmann.org/journal/index.php/mjss/article/view/4129 10.5901/mjss.2014.v5n20p2597 http://hdl.handle.net/11408/4379 en Mediterranean Journal of Social Sciences;Vol. 5; No. 20: p. 2597-2607 open MCSER Publishing |
| spellingShingle | Corporate social responsibility Corporate brand Corporate image Positioning Makasi, Africa Govender, Krishna Munyoro, Tendai The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title | The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title_full | The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title_fullStr | The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title_full_unstemmed | The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title_short | The effects of corporate social responsibility (Csr) on corporate brand positioning |
| title_sort | effects of corporate social responsibility (csr) on corporate brand positioning |
| topic | Corporate social responsibility Corporate brand Corporate image Positioning |
| url | https://www.richtmann.org/journal/index.php/mjss/article/view/4129 http://hdl.handle.net/11408/4379 |
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