Corporate Social Responsibility (CRS) and Brand Building in Commercial Banks.
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Date
2023
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Abstract
The growing interest to build a brand has made commercial banks think diversely which has led to the interest in Corporate Social Responsibility (CSR). Henceforth, to add to the growing scholarly debate in this dominion, this research was set out. That is, it was set out to investigate the extent to which selected CSR activities can be used by commercial banks to build distinct brands using CERUDEB as a case study. Given the qualitative nature of this research study, data source triangulation was used to ascertain whether data that was gathered remained unchanged in different contexts. The study focused on a case study research design, which was found to be appropriate. 30 participants were engaged for this study using a set of unstructured interview guides and a response rate of 100% was realised. Data aggregation was done basing on the grounded theory and thereafter, the data was analysed using the adaptive theory approach. Findings reveal that there is a significantly positive relationship between CSR and Brand Building as clearly tabulated and illustrated in chapter 4. It is upon these findings that the relevant conclusions were drawn. CERUDEB as the case study was found to be a relevant and a corresponsive choice for this research. The study clearly revealed that CERUDEB that started nearly as an NGO actually maintained its focus on CSR throughout the years it has so far existed for the well being of the people it serves and the communities at large. Therefore, upon this background of CSR, more and more has continuously been done by CERUDEB in line with CSR and the results are evident. Due to these efforts CERUDEB has emerged as one of the top performing commercial banks in Uganda even surpassing the performance of the long existing international commercial banks operating in Uganda. Furthermore, CERUDEB that initially started as a micro finance company lending to the poor and assisting them in various financial abilities has grown and built a brand in the banking industry. A brand that is highly appreciated for its efforts to transform the lives of the rural people and not only focus on reaping profits.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilments of the Requirements for the Award of the Degree of Masters of Science in Marketing of Makerere University. (PLAN A).
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Gloria, A (2023) Corporate Social Responsibility (CRS) and Brand Building in Commercial Banks : A Case Study of Centenary Rural Development Bank (CERUDEB). Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.