| dc.description.abstract | Corporate social responsibility is a concept born of the premise that both for profit and
not for profit organizations have various stakeholders whose different interests are
affected one way or the other by an organization's goals, operations or the behavior of its
members. Corporate Social Responsibility in the banking sector is becoming a well established
notion in the service industry and financial institutions are coming round to
the idea that there is more to invest than just to focus on the figures. This study was
carried out to determine the role played by CSR in brand image in Kenya Commercial
Bank. To KCB, the findings of the study will be important to the bank's senior
management as well as its middle level management in their day to day decision making
and enable managers of corporate companies to gain a better understanding of the role of
CSR in brand management. Interview guides were the primary method of data
collection. The data collected was first coded, followed by data entry and analysis.
Content analysis was used to make numerical comparisons among and within the
collected information. Findings revealed that engaging in CSR not only fulfills the duty of
providing for the needy in our societies but also promotes the image of a company. The
study findings also revealed that engaging in CSR is not only beneficial to KCB' s
stakeholders in terms of improvements in levels of education, better health, conservation
of the environment entrepreneurship opportunities and aid to avert natural calamities but
also to the Bank with regards to brand loyalty which translates to new business and the
retention of existing business. Such an issue can be addressed as matter of policy through
publicizing of CSR activities and establishment of critical linkages and relations with the
media as well as increased community involvement in CSR activities. CSR is not about
free goodies. It is an effort by organizations to deploy their resources in a way that helps
the organizations build a mutually productive and sustainable business relationship
between them and the communities with which they do business. If well implemented,
CSR is a win-win initiative for both the organization and the CSR beneficiaries. This
information can be utilized by KCB as a means of creating new interventions as a matter
of policy in such areas. | en_US |
