Corporate social responsibility (CSR) and brand image among young professionals

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Date
2024-01Author
Sisican, Michael Bastian L
Sarausa, Kent Joseph W.
Dayap, John Rey A.
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Show full item recordAbstract
The world has become a small community, and every well-known international
brand has established a presence at practically all international borders in
areas as diverse as manufacturing, logistics, selling, and consumption. Due to
the lack of local literature, this study aims to determine the relationship
between the effects of corporate social responsibility (CSR) on brand image
among young professionals in Davao City. The study used a descriptivecorrelational
research design. It used an adapted and modified questionnaire
for the one hundred fifty (150) young professionals in Davao City as the
study's respondents. It was identified by using a simple random sampling
technique. The results were treated statistically using mean, standard
deviation, and Pearson product-moment correlation coefficient. Furthermore,
the study revealed the effects of corporate social responsibility (CSR) and a
very high brand image among young professionals in Davao City. Additionally,
correlation analysis results revealed a significant relationship between the
level of effects of corporate social responsibility (CSR) and brand image
among young professionals in Davao City. The findings of this study
demonstrate the critical role that corporate social responsibility (CSR), which
includes both ethical and philanthropic components, plays in influencing and
strengthening young professionals' perceptions of a company's brand image.
Corporate social responsibility (CSR) programs can be formulated using these
insights, allowing businesses to meet societal expectations and improve their
brand's reputation.