IMPACT OF CORPORATE SOCIAL RESPONSIBILTY ON THE BRAND IMAGE OF MTN (SCANCOM GHANA LIMITED): PERSPECTIVES OF SOME SELECTED CUSTOMERS OF MTN

Abstract

The concept of Corporate Social Responsibility (CSR) is increasingly receiving so much attention worldwide in recent years due to globalization of businesses. The concept was introduced to the business community in Ghana in early 1990's by the various multinational organizations. Organizations are now using CSR to gain competitive advantage and to create goodwill and a positive image for their brands. This research is exploratory in nature and the data collected is quantitative. In order to conduct this study, we have collected data using questionnaires from 100 participants on Christian Service College University (CSUC) campus. We asked questions related to their view on the importance of CSR and its connection with brand image. The study focused on one telecommunication organization in Ghana, MTN whose CSR activities is widely publicised throughout Ghana. Therefore the study sought responses from MTN customers on CSUC campus. The findings depicted that CSR is very important to customers and they see a significant connection between CSR and brand image. The analyzed data showed that socially responsible activities enhance the general image of a brand.