Faculty of Management Sciences

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Author: search.filters.author.Abbas Umar IbrahimSubject: search.filters.subject.Brand Loyalty

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    Assessing the Influence of Corporate Social Responsibility on Organizational Image in Selected Food and Beverage Companies in Nigeria
    (Scientific Research Publishing Inc., 2020-02-02) Abbas Umar Ibrahim; Alfa Abubakar
    This study portrays Corporate Social Responsibility (CSR) as an organizational activity whose successful planning and implementation can be used to gain positive Organizational Image (OI). The benefits of CSR to stakeholders have been well documented to a great extent. However, to the best of our knowledge, not much information is available on how CSR impacts the image of the organizations that render it. In an attempt to fill the gap, this study examined the impact of CSR on OI of selected companies in the food and beverage (F & B) industry in Nigeria, looked at how organizational image influences Sales Revenue and explored the impact of organizational image on brand loyalty. The study employed survey research design and covered the Federal Capital Territory. A sample size of 180 was chosen from amongst dealers and bakers in the territory through Random Sampling Technique. A self-administered questionnaire was used for data collection from some customers of Flour Mills of Nigeria Plc which is the leading wheat flour millers in Nigeria in terms of production capacity. Data collected were analyzed using Statistical Package for Social Sciences (SPSS). Findings of the study revealed that CSR activities are prime drivers of Organizational Image building. Most importantly, it was discovered that there is a positive relationship between Organizational Image, Sales Revenue and Brand Loyalty. Based on the findings, organizations can invest more resources into CSR activities as a deliberate means of building positive image, attracting more Sales Revenue and developing sustainable brand loyalty as a means to achieve their long term strategic goals.