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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Effectiveness of Corporate Social Responsibility in Enhancing Company Image

Author(s): Siphiwe P. Mandina, Christine V. Maravire, Victoria S. Masere

Citation: Siphiwe P. Mandina, Christine V. Maravire, Victoria S. Masere, (2014) "Effectiveness of Corporate Social Responsibility in Enhancing Company Image," Journal of Applied Business and Economics," Vol. 16, Iss. 3, pp. 152-170

Article Type: Research paper

Publisher: North American Business Press

Abstract:

In recent times there has been much debate about whether corporations should be socially responsible or

not and to what extent they should be responsible. This paper investigates the effectiveness of Corporate

Social Responsibility (CSR) in enhancing company`s image, using Unki mine (UM) as a case study, with

corporate philanthropy as center of focus. Research design was descriptive and exploratory. A sample

size of 208 respondents was used. Stratified sampling technique was used and the population was divided

into four stratums which are as follows: um management, UM employees, the local community and lastly

Tongogara rural council employees. The research findings show that Philanthropic activities do enhance

company image as well as relations between an organization and the community surrounding it. This

paper recommends that um could put more investment on the other dimensions of CSR such as ethical

responsibility, legal responsibility and economic responsibility.