The Effect Of Corporate Social Responsibility On Brand Image: A Study Of KNUST

Abstract

Corporate Social Responsibility (CSR) has become an increasingly strategic component of higher education management, influencing how institutions engage stakeholders and build competitive reputations. This study examined the effect of CSR initiatives on the brand image of the Kwame Nkrumah University of Science and Technology (KNUST). Guided by Carroll’s CSR Pyramid and Stakeholder Theory, the study assessed students’ awareness and perceptions of CSR activities, the relationship between CSR and brand image, and the influence of specific CSR dimensions economic, legal, ethical, and philanthropic on students’ evaluations of the university. A quantitative cross-sectional survey design was employed, involving a sample of 417 students selected proportionately across all colleges. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Pearson correlation, and logistic regression. Findings indicated high levels of awareness (67.1%) and positive perceptions (72.2%) of KNUST’s CSR initiatives. CSR awareness and perception showed strong positive correlations with brand image (r = 0.687 and r = 0.701, respectively; p < 0.001). Logistic regression revealed that ethical, economic, and philanthropic responsibilities significantly predicted students’ evaluation of brand image, with ethical responsibility emerging as the strongest predictor (AOR = 1.49, p < 0.001). Legal responsibility, while positive, was not statistically significant. The study concludes that CSR serves as a strategic driver of institutional reputation and student loyalty at KNUST. Strengthening CSR communication, expanding student involvement, and aligning initiatives with national development goals can further enhance brand image. Recommendations for future research include exploring external stakeholder perspectives and conducting comparative studies across multiple universities.