THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON COMPANY IMAGE: ST. GEORGE BREWERY

Abstract

The purpose of this study was to examine the effect of corporate social responsibility (CSR) on the image of St. George Beer Factory in Addis Ababa, Ethiopia. The study employed a quantitative research design. The target population included employees, customers, and community members near the St. George Beer Factory. A sample size of 359 was determined using Yamene’s formula for employee, Customer and local community using convenient sampling. Out of that 91.6% were filled and returned. Data was collected through a structured questionnaire and analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The major findings indicate that there is a significant positive relationship between the economic, legal, ethical, and philanthropic dimensions of CSR and the corporate image of St. George Beer Factory. The regression analysis revealed that the economic, ethical, and philanthropic dimensions of CSR had a significant positive effect on corporate image, also the legal dimension have a significant effect. In conclusion, this study provides empirical evidence that CSR initiatives can effectively enhance the corporate image of beer companies like St. George Beer Factory. The recommendations include: strengthening CSR programs, improving communication about CSR efforts, and aligning CSR initiatives with the company's core business and stakeholder needs to maximize the impact on corporate image