Corporate Social Responsibility And Public Image Of East African Breweries Limited

Abstract

The research used EABL as an example establish whether their participation in various CSR activities impacts on its public image. Many multinationals simply make one off donations to needy institutions, have their CSR published and later claim to be socially accountable through their websites and advertising materials. The Objective of the study will be to determine what impact does Corporate Social Responsibility have on the public image of EABL. The study focused on various activities that East African Breweries undertakes as part of their CSR which include Education, Environmental, Agriculture and Water sponsorship. This research adopted the case study type of design. The study employed primary qualitative data which was collected using interview guides. Data was analysed using content analysis where data was organised and reported according to common themes. The study found that participation in water access activities helped the firm‟s brand to be recognized better, it helped to improve the company‟s reputation and it helped in increase of sales and customer loyalty. The study also found that CSR funding in scholarships for students helped the firm to achieve specific marketing objectives through tailored marketing activities to applicants and the wider student‟s audience. The study further found that the company‟s funding in academic research institutions stimulated the company‟s internal research and development programs. The study concludes that CSR on environmental protection had a great impact on the firm‟s image. The study also concludes that CSR had a great positive impact on Education Sponsorship on the firm‟s image as CRS funding in scholarships for students helped the firm to achieve specific marketing objectives through tailored marketing activities to applicants and the wider student‟s audience. The study finally concluded that CSR on Agriculture sponsorship had a great impact on the firm‟s image. The study concludes that CSR on environmental protection had a great impact on the firm‟s image. The study also concludes that CSR had an impact on Education Sponsorship on the firm‟s image. The study finally concluded that Corporate Social Responsibility on Agriculture sponsorship had a great impact on the firm‟s image. The study recommends that the EABL should make changes in their product materials, ingredients and packaging. It further recommends that the EABL should engage more in educational sponsorship so as to position the company as a company that cares about education, training and development of future generations and to bring positive effects to the society and thus have potential to enhance business and develop society.