Corporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limited
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Date
2022
Authors
Cherono, Chepkwony Rose
Maende, Chrispen
Journal Title
Journal ISSN
Volume Title
Publisher
IJER
Abstract
Branding is not only an effectual marketing instrument for boosting corporate performance but it is
also employed to model the products and services offered in a unique way that segregates them
from what other organizations are offering in the minds of the firm’s stakeholders especially the
customers. Corporate Social Responsibility initiatives have been proven to boost the brand equity of
the firm through favorable consumer attitude and awareness of the firm. Therefore, the study’s
general objective was to investigate the impact of Corporate Social Responsibility on the brand
equity of Kenya Tea Development Agency in Kenya. The specific objectives that precisely
addressed the core purpose of this study was to establish the impact of economic, philanthropic and
environmental Corporate Social Responsibility dimensions on the brand equity of Kenya Tea
Development Agency (Holdings) Limited in Kenya. The research design applied that accurately
helped in addressing the study’s general objective was the descriptive research design. The most
appropriate survey instrument explored to gather the responses from the research participants for
data analysis.130 tea buyers of KTDA encompassed the target population, consisting of 43 direct
sales buyers and 87 auction buyers. 97 buyers were sampled for the study which comprised of 32
direct sales buyers and 65 auction buyers. Descriptive analysis was used to summarize and illustrate
the perceptions of the tea buyers on the level of economic, philanthropic and environmental
Corporate Social Responsibility at KTDA. Multiple Regression model was used as an appropriate
model to establish the influence of economic, philanthropic and environmental CSR on the brand
equity of KTDA. The regression results observed that economic CSR boosts KTDA’s brand equity
at a very low level in an insignificant style. The results also established that philanthropic CSR
substantially improves the brand equity of KTDA in Kenya. Finally, the regression findings proved
that environmental CSR substantially enhances the brand equity of KTDA in Kenya. From the
findings we recommend for the top management of KTDA to formulate policies that would
encourage the firm and its employees to carry out frequent philanthropic Corporate Social
Responsibility activities which can be advertised through various media outlets since it will not only
done to enhance the welfare and the dignity of people in the society but will also be a marketing
tool for boosting its image.The study also recommends for the top management inKTDA to create
guidelines that will commit the organization to always conserve its environment, produce
ecofriendly products and minimize pollution, since it will benefit the whole society including the tea
buyers who will consequently want to be associated with KTDA.
Description
Article
Keywords
Corporate Social Responsibility, brand equity, environmental, economic, philanthropic
Citation
Cherono, C. R., & Maende, C. (2022). Corporate Social Responsibility on Brand Equity in Kenya Tea Development Agency (Holdings) Limited. International Journal of Education and Research Vol. 10 No, 1.