Effect of Corporate Social Responsibility on Brand Management in Telecommunication Industries in Bayelsa State, Nigeria

Abstract

This study is on the effect of Corporate Social Responsibility (CSR) on brand management in telecommunication industry in Bayelsa State. The study was carried out with the aim of determining the effect CSR have on the ability of the organization to market its services. In order to achieve the above objective. Questionnaires were randomly distributed to different categories of employees of the industry under (telecommunication industries in Bayelsa State), especially the marketing/service department. The data collected were analyzed using simple percentage method, while the hypothesis was tested using Chi-Square method. After analyzing the responses as well as testing the hypothesis. The following were the findings of the study: That corporate social responsibility (CSR) plays a key role in brand performance, image and profitability of the organizations. Based on the findings, the following conclusion was made: telecommunication industries be involved in corporate social responsibility as this will significantly improve their brand performance, corporate image and organizational profitability. Based on this, following recommendations were made: Corporate social responsibility should form part of management decisions and process. This will make management to see corporate social responsibility as a must and incorporate it in its management decision area. Also, the researcher recommended that corporate social responsibility should be given greater attention and more commitment from corporate organizations.