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An investigation of the corporate social responsibility on consumer brand trust in the Ghanaian banking sector - the mediating role of corporate reputation

Adofoli, Cindy Mawutor (2021) An investigation of the corporate social responsibility on consumer brand trust in the Ghanaian banking sector - the mediating role of corporate reputation. Masters thesis, Dublin, National College of Ireland.

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Motivated by the financial crises experienced between 2017-2019, this study examines Corporate Social Responsibility (CSR) and its influence on consumer brand trust in the Ghanaian banking sector. The research investigates how the four major components of corporate social responsibility; ethical, legal, philanthropy and economic, help maintain corporate reputation and build trust. The banking system is a large contributor to wealth and job creation as well as commerce facilitation. As a reason, it is considered the major player in economic development both nationally and globally. To maintain a healthy and well-functioning banking sector there should be regulation through internal control and strategy management. This highlights how obligations toward corporate social responsibility can develop integrity for banks and establish trust from consumers.

In this dissertation, the researcher elaborates the significance of corporate social responsibility and analyzes its impacts on corporate reputation and consumer brand trust. The present state of CSR is also reviewed both from a global and Ghanaian perspectives. A self-administered digital questionnaire was employed to solicit responses from one hundred and thirty-seven customers of Ghanaian banks. Data responses from the survey were coded and analysed using the IBM Statistical Package for Social Sciences (version 23). Inferential statistics (linear regression) was used to evaluate responses and test hypotheses.

The Pearson’s Product Moment Correlation analysis revealed CSR perceptions of customers had a positive significant relationship with corporate reputation and brand trust. Again, corporate reputation was seen to have a significant positive link with brand trust. Corporate reputation from the test of mediation analysis proved to have a partial mediating effect on customer CSR perception and brand trust.

The study concluded that customer perceptions on CSR practice impacted the perceived corporate reputation as well as trust for banks. The study recommended banks to develop CSR strategy beyond its philanthropic component and focus more on elements that strengthen the operating systems. Also, an increase in CSR reporting will communicate better the mission, efforts, and outcomes of CSR strategy to internal and external stakeholders. By this, CSR awareness amongst customers will be enhanced.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Corporate Social Responsibility (CSR), Brand Trust (BT), Corporate Reputation (CR); Banking; Consumer Trust; Resource Based View (RBV); Social Exchange Theory (SET)
Subjects: D History General and Old World > DT Africa
H Social Sciences > HG Finance > Banking
H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Governance
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Clara Chan
Date Deposited: 07 Feb 2022 15:33
Last Modified: 07 Feb 2022 15:33

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