A Study on Perceived Corporate Social Responsibility and Brand Image in Young Professionals in Davao City, Philippines

John Rey A. Dayap; Kent Joseph W. Sarausa; Michael Bastian L. Sisican; John Vianne B. Murcia

Autori

John Rey A. Dayap College of Business Administration Education, University of Mindanao, Davao City 8000, Philippines
Kent Joseph W. Sarausa College of Business Administration Education, University of Mindanao, Davao City 8000, Philippines
Michael Bastian L. Sisican College of Business Administration Education, University of Mindanao, Davao City 8000, Philippines
John Vianne B. Murcia College of Business Administration Education, University of Mindanao, Bolton Street, Davao City 8000, Philippines https://orcid.org/0000-0002-8839-204X

Cuvinte cheie:

Corporate social responsibility, Brand image, Young professionals, Descriptive-correlational design, Davao City, Philippines

Rezumat

This study aims to determine the relationship between the effects of corporate social responsibility (CSR) on brand image among young professionals in Davao City. The study used a descriptive-correlational research design. It used an adapted and modified questionnaire for 150 young professionals in Davao City as the study's respondents. It was identified by using a simple random sampling technique. The results were treated statistically using mean, standard deviation, and Pearson product-moment correlation coefficient. Furthermore, the study revealed the effects of corporate social responsibility (CSR) and a very high brand image among young professionals in Davao City. Additionally, correlation analysis results revealed a significant relationship between the level of effects of corporate social responsibility (CSR) and brand image among young professionals in Davao City. The findings of this study demonstrate the critical role that corporate social responsibility (CSR), which includes both ethical and philanthropic components, plays in influencing and strengthening young professionals' perceptions of a company's brand image. Corporate social responsibility (CSR) programs can be formulated using these insights, allowing businesses to meet societal expectations and improve their brand's reputation.