Thesis Open Access
The Effect of Corporate Social Responsibility on Brand Equity: The Case of Commercial Bank of Ethiopia
Tewodros Jemal
The purpose of this study was to test the effect of Corporate Social Responsibility (CSR) on Brand Equity of Commercial Bank of Ethiopia. Schwatr’s and Caroll’s (2003) three domains approach of CSR is used. Brand Equity is viewed based on most commonly cited model of Aaker’s (1996). Both descriptive and linear multiple regression analysis used to evaluate the relationship between (dependent variable) brand equity against with the independent variables (CSR domains of Ethical Domain, Legal Domain and Economic Domain). The research design was quantitative and to reach at the final sample unite from a population of about 15.9 Million customers of CBE multi-stage sampling method was employed. The analysis is made in support of SPSS version 21 statistical software. Descriptive statistics and multiple linear regression analysis method is used
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- Publication date:
- October 1, 2018
- DOI:
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- License (for files):
- Creative Commons Attribution