IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND IMAGE OF MTN IN NIGERIA

KWAGGA John Fave Kwagi
Air Force Institute of Technology
Department of Business Administration
Favejohn7@gmail.com
SAMUEL, Ekpemi
Department of Business Administration
Air force Institute of Technology, Kaduna
Segseg024@gmail.com
MEDUGU, Maryam Humphrey
Department of Business Administration
Air force Institute of Technology, Kaduna
Maryamlawan@yahoo.com
ABSTRACT
The study examined the impact of corporate social responsibility (CSR) on brand image of MTN in Nigeria.
The study viewed CSR from the lenses of economic SCR activities, social CSR activities and environmental
CSR activities. Survey research design was adopted to carry out the research in Kaduna metropolis.
Purposive sampling technique was used to arrive at 278 business men and women and other subscribers to
MTN network. Questionnaire was used to collect primary data. With the aid of ordinary least square
regression analysis, the data were analyzed and the result shows that economic CSR activities, social CSR
activities and environmental CSR activities impact brand image of MTN Nigeria. The study concludes that
economic, social and environmental CSR activities play important roles in determining brand image of
MTN; and recommends that management of MTN Nigeria should find a way to innovate their CSR
responsibility practices. By engaging in CSR initiatives MTN Nigeria will foster a brand image that will
lead to increased customer base and increased profitability. The study also recommends that MTN should
undertake more morally justified CSR initiatives that will help to strengthen community welfare and their
brand image.
Keywords: brand image, corporate social responsibility, economic CSR activities, environmental CSR
activities, social CSR activities