Corporate Social Responsibility and Corporate Image: An Assessment of Club 100 Companies in Ghana

Abstract

This study sought to examine the role of Corporate Social Responsibility (CSR) in enhancing the corporate image of some selected Ghanaian companies during the recent coronavirus pandemic. With corporate philanthropy as center of focus, the research design was largely qualitative. The method for gathering data was through in-depth interviews using a semi-structured interview guide. The data was collected from five participants in five different Ghanaian firms. Additionally, thematic analysis was used to analyze the data gathered. The thematic analysis resulted in seven key dimensions: purpose pre and during the pandemic. types of CSR programs, perceived impact of CSR during the pandemic, challenges of CSR amid the pandemic, Covid and internal operations, communication platforms and the double nature of CSR. Data analyzed revealed that, prior to the pandemic, firms undertook corporate social responsibility activities to enhance brand image however, during the pandemic, motives were to primarily provide for the felt needs of the people. The results also showed that corporate social responsibility initiatives of these firms are associated with community development and support through the provision of clean borehole water, education, and health services. The research findings revealed that philanthropic activities do enhance company image as well as relations between an organization and the community surrounding it. This study recommends among several recommendations that future studies can focus more on the other dimensions of CSR and their role in enhancing corporate image during the pandemic.