Browsing by Author "ZINASH MOGES"

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    THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON BUILDING BRAND EQUITY: A CASE OF AMHARA BANK S.C
    (HAWASSA UNIVERSITY, 2024-03) ZINASH MOGES
    Corporate Social Responsibility (CSR) has become increasingly important for organizations worldwide as consumers become more socially and environmentally conscious. Amhara Bank has made a deliberate effort to demonstrate leadership in CSR initiatives in the country, and this study was conducted to investigate the effect of CSR practices on building the bank's brand equity. The study used both quantitative and qualitative research methods, and explanatory and descriptive types of research design were employed. The data were collected using interviews and questionnaires. The questionnaire was administered to 371 conveniently selected respondents, and an interview was conducted with all seven staff members of the corporate social service division. The findings of the study revealed that most of the respondents were aware of the CSR practice of the bank. The study also found that the CSR practice of the bank made a significant contribution to the company's brand equity. Moreover, the individual CSR elements such as economic CSR, Legal CSR, Ethical CSR, and Philanthropic CSR practices of the bank o had a significant impact on brand equity. The interview conducted with staff members of the corporate social service division indicated that the bank's CSR practice is a basic strategic objective of the bank and is well-structured. Despite the banks lack of publicity regarding its CSR activities, customers appear to have a general awareness of the bank's CSR programs. To embark on a successful journey towards corporate social responsibility (CSR), the bank needs to improve its CSR policy, guidelines, and procedures. Investing a suitable budget or portion of profits towards Corporate Social Responsibility initiatives is a commendable way to showcase Goodwill towards society. Based on research findings, it is imperative to enhance customers' awareness of ongoing corporate social responsibility (CSR) programs. The study found that the bank's CSR practices are significantly related to its brand equity. The study explored various dimensions and customer-based metrics and found that Philanthropic CSR has the strongest correlation with brand equity. In conclusion, the findings of the study suggest that CSR practices have a positive impact on the bank's brand equity, and the bank must continue to focus on CSR initiatives as a strategic objective. The bank needs to improve its CSR policy, guidelines, and procedures and invest a suitable budget towards CSR activities. The study also suggests that the bank must give more focus and an organized approach to identifying and executing various social and environmental CSR projects