The impact of corporate social responsibility on brand image in Nepal’s commercial banking sector | |
| Author | Poudyal, Avashana |
| Call Number | AIT RSPR no.SM-19-05 |
| Subject(s) | Corporate social responsibility series Business ethics--Nepal Commercial Bank of Nepal |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Corporate Social Responsibility has gradually become an essential strategic tool in the corporate world today. It is seen to have significantly influenced customers in developed world as much research has been based in the corporate setting of developed countries compared to developing countries. The main purpose of this study is to know the customers' perspective about Corporate Social Responsibility along with seeing how four components of CSR impacts the Brand Image of Banking Sector of Nepal. Being a quantitative study, 285 bank customers (account holders) filled the survey. An analysis of correlation and multiple regression analysis were run in order to test the hypotheses. From the analysis, it was inferred that in context of Nepal, among the four components of CSR, Economic, Legal and Philanthropic Responsibility CSR have a positive influence on Brand Image. However, Ethical Responsibility CSR does not have a positive influence on Brand Image. Furthermore, the paper encourages and recommends marketing executives to formulate their CSR strategies or reevaluate the existing CSR for retaining customers for long run. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi; |
| Examination Committee(s) | Winai Wongsurawat;Badir, Yuosre F. M. ; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |