INVESTIGATING THE ROLE OF CORPORATE SOCIAL RESPONSIBILITYIN ENHANCING BRAND REPUTATION AND CUSTOMER LOYALTY.

ABSTRACT

The purpose of this study was to investigate the role of corporate social responsibility in enhancing brand reputation and customer loyalty. The study was guided by the following research questions; What is the impact of Corporate Social Responsibility on brand image, What is the impact of Corporate Social Responsibility on customer loyalty, and lastly, How do customers perceive Corporate Social Responsibility programs as adequate measures for a company to be considered socailly responsible. A survey research design was used for this study. The survey design was appropriate for this study because it allowed investigation of possible relationships between variables as well as data collection from broader category and comparisons between variables. The study population was customers who patronize SMEs in Benin City. But due to complexities involved, a sample of 100 customers was drawn using random convenient sampling approach The data was collected by use of a questionnaire. The data analysis involved frequencies, means, percentages, analysis of variance. The findings were presented using Tables and figures.