AN EXAMINATION OF THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN BUILDING BRAND IMAGE AND REPUTATION

ABSTRACT

The impact of corporate social responsibility (CSR) on MTN's reputation and brand image in Benin City was investigated in this study. The study examined how corporate social responsibility (CSR) affects a company's reputation and brand image as well as how it contributes to these outcomes. The research was conducted in the capital city of Benin using a survey research design. 71 men, women, and other MTN network subscribers were found using the convenience sampling technique. To gather primary data, a questionnaire was employed. The results of the data study, which included descriptive and regression analysis, indicate that MTN Nigeria's brand image is influenced by social and economic activity. According to the study's findings, social and economic factors are significant in defining brand image. Keywords: Brand image and reputation, Corporate social responsibility, Economic and social activities.