Corporate Social Responsibility Essay

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Recommended: Stakeholder theory

BACKGROUND
Unequivocally, the telecommunications sector represents one of the strategic engines for economic growth and social inclusion. At its core is the essential function of improved communication and accessibility. The ‘information society’ is becoming more dependent on the services provided by the telecommunications corporations. Therefore, the way in which telecom corporations accomplish their economic, social and environmental responsibilities has serious consequences for the entire spectrum of society (Telecom Namibia Annual Report 2004/2005; Müller, 2006). In line with the stakeholder theory, Corporate Social Responsibility (CSR) is defined by several scholars as “transparent business practices that are based on ethical values, …show more content…

Keller (2008) and Bankas (2010) further indicated that CSR initiatives are very instrumental in building corporate brand which provides a corporation with competitive advantage over other firms and establishes corporate credibility, reputation and distinctiveness.
Aaker (1991) indicated that establishing a corporate brand is not enough to give a company an edge over other existing companies. There is a need for firms to move a step further in creating strong awareness for their corporate brand; which is fundamental to achieving all the other elements of brand equity, brand association, brand loyalty and brand perceived quality. Pivotal to brand awareness are the following factors: brand attributes such as consumer expectations, competitor attributes, prices and consumer …show more content…

These findings are not reflective of CSR role and impact in relation to corporate brand awareness; hence, it is critically important to conduct an urgent inquiry so as to ascertain the relationship, if any, between CSR and corporate brand awareness and the impact of CSR on corporate brand

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