An evaluation of corporate social responsibility reporting on brand equity: Evidence from a multinational firm in Kano, Nigeria.
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Background of the study:
Corporate social responsibility (CSR) reporting has become a critical communication tool for multinational firms seeking to bolster brand equity. In Kano, a leading multinational firm has adopted comprehensive CSR reporting practices to transparently convey its social and environmental initiatives. These reports provide detailed accounts of the firm’s sustainability efforts, community investments, and ethical practices, which are disseminated through annual reports, digital platforms, and press releases (Ibrahim, 2023; Adeola, 2024). The strategic aim is to build trust and enhance brand equity by demonstrating a genuine commitment to responsible business practices. This study evaluates the effectiveness of CSR reporting in shaping consumer perceptions and strengthening brand equity. It investigates how detailed, transparent reporting influences stakeholder trust and contributes to the firm’s competitive advantage in a global marketplace. Furthermore, the research explores the challenges of ensuring report accuracy and the impact of digital dissemination on stakeholder engagement. By analyzing consumer feedback, market performance indicators, and report quality, the study seeks to offer insights into optimizing CSR reporting practices for maximum impact on brand equity (Chukwu, 2024).
Statement of the problem:
Despite widespread CSR reporting, the direct impact of such practices on brand equity remains underexplored. Multinational firms in Kano often face challenges in ensuring that their CSR reports are perceived as authentic and impactful by stakeholders. Inadequate reporting practices may lead to skepticism, undermining the firm’s efforts to build brand equity. Additionally, the lack of standardized metrics for evaluating CSR reporting effectiveness complicates strategic decision-making. This study aims to address these issues by examining the relationship between CSR reporting and brand equity, identifying key factors that influence stakeholder perceptions and overall brand value (Okafor, 2024).
Objectives of the study:
To evaluate the impact of CSR reporting on brand equity in a multinational firm.
To analyze stakeholder perceptions of the firm’s CSR reports.
To recommend improvements in CSR reporting practices for enhanced brand equity.
Research questions::
How does CSR reporting influence brand equity?
What are stakeholder perceptions of CSR reports?
Which factors enhance the effectiveness of CSR reporting in building brand equity?
Significance of the study
This study provides essential insights for multinational firms aiming to enhance brand equity through effective CSR reporting. Its findings inform strategic improvements in reporting practices and contribute to building stakeholder trust and competitive advantage. The research enriches academic discourse on CSR and brand management (Nwankwo, 2024).
Scope and limitations of the study
The study is limited to a multinational firm in Kano and focuses exclusively on the impact of CSR reporting on brand equity.
Definitions of terms
CSR reporting: The process of disclosing corporate social responsibility activities and outcomes.
Brand equity: The value and strength of a brand as perceived by consumers and stakeholders.
Multinational firm: A company that operates in multiple countries and markets.
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