The Effect of Corporate Social Responsibility on Brand Reputation in Retail Businesses in Kwara State
- Project Research
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- NGN 5000
Background of the Study
Corporate social responsibility (CSR) has emerged as a critical factor influencing brand reputation in retail businesses. CSR involves voluntary actions taken by businesses to address social, environmental, and economic issues, reflecting their commitment to societal well-being (Ogunleye & Durojaiye, 2024).
In Kwara State, retail businesses operate in a competitive environment where brand reputation is a key determinant of customer loyalty and market share. Effective CSR practices, such as community engagement and environmental stewardship, enhance public perception and brand value (Bello et al., 2023). This study explores how CSR impacts brand reputation in Kwara State’s retail sector.
Statement of the Problem
Despite the growing recognition of CSR's importance, many retail businesses in Kwara State either lack structured CSR programs or fail to effectively communicate their initiatives to stakeholders. This gap undermines their brand reputation and competitive positioning (Adewale & Musa, 2023).
Previous research has predominantly focused on large corporations, neglecting the role of CSR in retail businesses. This study seeks to address this gap by analyzing the relationship between CSR and brand reputation in Kwara State’s retail sector.
Objectives of the Study
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To analyze the impact of CSR on brand reputation in retail businesses in Kwara State.
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To identify CSR initiatives that enhance brand reputation.
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To propose strategies for improving CSR practices in retail businesses.
Research Questions
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How does CSR impact brand reputation in retail businesses in Kwara State?
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What CSR initiatives enhance brand reputation in retail businesses?
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What strategies can improve CSR practices in retail businesses?
Research Hypotheses
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CSR does not significantly impact brand reputation in retail businesses in Kwara State.
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CSR initiatives do not significantly enhance brand reputation in retail businesses.
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Strategies to improve CSR practices do not significantly affect brand reputation.
Scope and Limitations of the Study
The study focuses on retail businesses in Kwara State, examining CSR practices and their impact on brand reputation from 2015 to 2025. Limitations include variability in CSR reporting practices and subjective measures of reputation.
Definitions of Terms
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Corporate Social Responsibility (CSR): Business initiatives addressing social and environmental concerns beyond profit motives.
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Brand Reputation: Public perception of a brand’s trustworthiness, quality, and values.
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Retail Businesses: Companies engaged in the sale of goods directly to consumers.
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