Exploring the Effect of Community Relation on Brand Reputation (A Study of Mtn-Ghana)

Abstract

Community relations is an indispensable factor for growth and development especially in the present changing social, political and economic climate where everyone wants to grow, wants to succeed, wants to be heard and recognized and wants to be involved in the daily activities of his locality. This study therefore sought to explore the effect of community relation on brand reputation with MTN-Ghana as a case. The study then set the objectives to determine whether community relations has an effect on brand reputation, to find out the relevance of community relations to an organization’s reputation and to suggest ways of managing the effects of community relations on brand reputation. The approach to conducting the study was mainly through desk research. For this reason, the main data source for addressing the objectives was the use of secondary data. The findings from this endeavour suggested that community relations, has significant effect on the brand reputation of organizations among other relevance such as community support, loyalty and goodwill which provides a business competitive edge within its ecosystem.