CSR As a Reputation Shield: Examining the Influence of GNPC's Social Responsibility Initiatives on Brand Reputation

Abstract

This research aimed to examine the influence of GNPC's Social Responsibility Initiatives on brand perception. ‘A total of 14 individuals were interviewed. The specific objectives assessed the influence of CSR activities on the brand reputation of GNPC and the challenges faced by GNPC in implementing CSR initiatives. The study reveals that GNPC foundation CSR activities significantly improve its brand reputation by addressing societal needs and promoting sustainable development. These include community development, educational support, environmental conservation, health and well-being programs, and youth empowerment. However, challenges like resource constraints, organizational bureaucracy, and internal resistance to CSR activities can hinder their effectiveness and sustainability. External factors like regulatory and legal constraints, economic instability, and political interference also pose challenges. A strategic, inclusive, and well-resourced approach is needed to ensure these initiatives continue to produce meaningful impacts. Based on this, the study recommends Management of GNPC should enhance collaboration with local communities by involving them in the planning, execution, and monitoring of community development initiatives. This participatory approach will align CSR projects with community priorities, will further enhance GNPC’s reputation trust and goodwill.