The Effect of Corporate Social Responsibility on Brand Equity in the Case of Selected Branches of Commercial Bank of Ethiopia.

The study generally tries to examine the effect of Corporate Social Responsibility on Brand Equity in case of Commercial Banks of Ethiopia Based on the literature reviewed, the four factors were considered as important elements that influence brand equity. The research question lies in each of corporate social responsibility factors has a significant and positive effect on Brand equity. Using the quantitative method, the population of the study was 384 respondents but 291 returned the survey questions. Stratified sampling technique was used to select commercial bank of Ethiopia grade 4 and 1 branch customers. The primary data gathered by using a five point Likert-scale questionnaires and analyzed using frequencies, percentages and inferential statistics describes the data with making inference or conclusion and summarizing sources of numerical data in to meaningful form. In this study, Chi-square goodness of fit test, factor analysis, multiple linear regression model and Pearson correlation analysis were used to establish and explain the relationship between the dependent and the independent variables. Multiple regression was performed in sequential stages namely, regression model summary, ANOVA, and regression coefficients. The findings reveal that the value of the determination coefficient test indicate that the brand equity is explained by economic, legal, ethical and philanthropic factors, and there was a significant positive correlation coefficient between the independent and dependent variables which implies that it has strong relation with Corporate Social Responsibility and Brand Equity in case of Commercial Banks of Ethiopia The study recommend that the bank should create brand awareness through Corporate social responsibility activities, bringing in a value to customers making them feel associated with the bank and that a potential benefit of Corporate social responsibility rand awareness campaign improve a company’s reputation and branding and this in turn improves the prospects for the company in efforts to attract new customers and increase market share.