The Impact of Corporate Social Responsibility on Brand Awareness: A Case Study of Unilever Zimbabwe Private Ltd.

Abstract

The study investigated the impact of Corporate Social Responsibility (CSR) on brand awareness with reference to Unilever Zimbabwe Private Ltd. Causal research design was employed in this study and a sample of 90 respondents was drawn from Harare CBD and company' Head Office through the use of a simple random sampling technique. The findings revealed that the organization is much involved in donating to charities, environmental awareness activities, training for employees and information dissemination. However some activities were not mostly used by the organization such as donating for education, sponsorship of sport activities, poverty alleviation and provision of equal employment opportunities. Product attributes were also examined from the implementation of CSR programmes. The relationship between CSR and brand awareness was measured using regression coefficients and the relationship was tested on each product. The researcher found that there is a positive relationship between CSR and brand awareness.