Corporate social responsibility and brand equity –the perception of students at the University of Cape Coast

Abstract

The study sought to investigate the relationship between corporate social responsibility and brand equity in the telecommunication industry of Ghana. The study followed a descriptive survey research design. The researcher used a combination of simple random sampling, stratified random sampling and purposive sampling techniques to select the final sample size of 500 students from the University of Cape Coast who are subscribed to the various telecom networks. Simple random sampling was used to select four out of the six telecommunication companies used for the study. The researcher designed a questionnaire, which consisted of both close- ended and open-ended items. This served as the primary instrument for data collection. The statistical techniques used in analysing the data were mean, standard deviation, frequencies, correlation and stepwise multiple regression. Data analysed revealed that: the telecom companies were actually involved in CSR activities; customers perceived that the telecom companies were more interested in social and economic CSR projects; there was indeed a positive relationship between CSR and brand equity; the overall best predictor of brand equity was social dimensions; and different CSR dimensions influenced the individual dimensions of brand equity differently. The study recommends that telecom operators should undertake relevant CSR projects.