Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 40-54)

ABSTRACT The objective of this study is to examine the influence of corporate social responsibility on the brand recognition, knowledge, and image of Nigerian-based businesses, as well as to determine which CSR activity has the biggest impact on these areas of the organizations' operations. The majority of organizations in Nigeria lack a grasp of how various CSR activities, especially in the context of ethical, philosophical, economic, and legal CSR, may produce a significant push towards success. This is particularly true when considering the interdependence of brand image, brand awareness, and brand knowledge. Two hundred and sixty-five (265) responses were gathered through the distribution of questionnaires to various Nigerian organizations. The structural equation modeling method was used to examine the hypothesized relationships, whilst factor analysis, correlation analysis, and regression analysis were employed to investigate the additional relationships. The study found a positive association between brand knowledge, brand image, and brand awareness and all facets of corporate social responsibility (CSR), including financial, philanthropic, ethical, and legal factors. According to additional research, charitable corporate social responsibility (CSR) is the most effective in terms of increasing brand knowledge and awareness, whereas legal CSR is the most effective in terms of enhancing brand image. According to the study's findings, corporate social responsibility has a significant role in the growth and expansion of these companies, as well as their likelihood of being the customers' first choice. KEYWORDS: Brand awareness, Brand image, Brand knowledge, Corporate social responsibility.