Every organization gets involved in one or the other activities so as to promote their company and its product. As discussed earlier, the MTN requires striving for contribution towards the society’s wellbeing to try and present a favorable business image. The consumers, no more, tend to be examining the corporate feedback to the society seriously. The CSR initiatives by the MTN include the categories of economic empowerment, education and health. Finding out the extent of consumer’s positive perception towards the MTN brand can be enhanced by the CSR initiatives. Even the marketing managers would be benefited by this research as it will be help them preparing marketing plan and strategies based on the results.

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
CHAPTER 4 ANALYSIS AND FINDINGS
4.1 Introduction
Every organization gets involved in one or the other activities so as to promote their company
and its product. As discussed earlier, the MTN requires striving for contribution towards the
society’s wellbeing to try and present a favorable business image. The consumers, no more, tend
to be examining the corporate feedback to the society seriously. The CSR initiatives by the MTN
include the categories of economic empowerment, education and health. Finding out the extent
of consumer’s positive perception towards the MTN brand can be enhanced by the CSR
initiatives. Even the marketing managers would be benefited by this research as it will be help
them preparing marketing plan and strategies based on the results.
4.2 Thematic Analysis
The effect of CSR is measured by three major elements,
 Concern of the operational environment
 Concern for the wellbeing of the community and society
 Concern for the welfare of the staffs
Only taking this into consideration will not fulfill the purpose. Other factors like reduction in
operational cost, customer satisfaction, profitability, quality of goods and services provided, etc.
are also important. This will not only help in providing good business to the company, but will
also help in getting highlighted in the competitive marketOgwo, &Igwe, (2012). In order to
analyze the impact of brand value, MTN has to go through many evaluation and survey

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
programs. This will help in analyzing the real time value of the brand in the market and its
popularity among the people.
A survey design was prepared for this evaluation process. This design randomly opted subjects
and used random sampling in this process. About 100 participants were considered for this
analysis plan. Among them some were randomly selected for questionnaires while others were
subjected to online surveys. However prior to all these, a standard survey was done with all the
100 participant where they need to answer some previously set standard questions related to their
need, image about the company, the type and quality of services provided by the company. This
structured questionnaire was designed to collect the primary data and information for the
analysis purpose. Later those raw data will be processed to get the result in the analysis step.
4.3 Analysis of Qualitative Data
Data analysis was done through various ways like regression analysis and hi-square technology.
A mix method technology was selected for collecting as well as analyzing data. Whole
participants were characterized into major categories based on their characters, standard of
living, socioeconomic status and personalities. Customer satisfaction is essential in order to build
brand loyalty, although satisfaction does not necessarily generate or increase loyalty. Some
authors emphasize an asymmetric relationship between loyalty and satisfaction outlines the
importance of satisfying a customer in order to create behavioral loyalty. Thus, a satisfied
customer tends to be more loyal to a brand over time than a customer whose purchase is caused
by other reasons such as time restrictions and information deficits. Asserts that brand loyalty can
only be achieved through a strong brand positioning which means creating and managing a
unique, credible, sustainable, and valued place in the customer’s minds, revolving around a

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
benefit that helps the brand stand apart from its competition. Reviewing the specialized
literature, some of the most referenced attitudinal loyalty measures are based on attitude toward
the loyal/dis-loyal act, brand preference, commitment, or probability of purchase, while some of
the most referenced behavioral measures are based on market share loyalty, exclusive purchase,
elasticity, or price until switching Adeyanju, (2012).
4.4 Service Quality
A successful brand is one of the most important assets to many businesses. A brand is a unique
element (e.g., name, symbol, and design) that identifies the products or services of one
organization from those of competitors, and contributes to enhancing the value of the offerings.
Therefore, branding is the process of using a name, symbol, design, and experience to
differentiate goods/services by providing distinct images, associations, and experiences related to
the offerings and firms. A consistent image, positive associations, and favorable attitudes formed
from memorable experiences are essential in building a strong brand. Branding benefits both
businesses and consumers in a variety of ways. Brand perception is consumers’ ability to identify
the brand under different conditions, as reflected by their brand recognition or recall performance
Nejati, &Ghasemi, (2012). Brand recall refers to consumer’s ability to retrieve the brand from
the memory. According to the improvement of measurement for brand equity, consumer-based
brand equity was described for four dimensions; brand awareness, brand association, perceived
quality, and brand loyalty. Brand awareness was defined as the consumers’ ability to identify or
recognize the brand. It refers to the strength of a brand presence in consumer’s minds. Brand
awareness has several levels starting from the less recognition of the brand to dominance.

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
Perceived quality was evaluated and decided by consumers. Perceived quality is another
valuation of brand to push the customer to buy products. Brand building has been around for
centuries as a means to distinguish the goods of one producer from those of another. The earliest
signs of branding in Europe were the medieval guilds’ requirement that craftspeople put
trademarks on their products to protect themselves and consumers against inferior quality. In the
fine arts, branding began with artists signing their works.
4.5 Amiability
Consumers hold certain images about a particular country, which can affect their evaluations of
brands originating from that country. Country of origin plays a significant role in influencing
consumer behavior in competitive markets as the stereotypes of a country affect the purchase
intention.To achieve desired goals of their communication strategy, companies have to break the
clutter by evolving innovative ways to attract the attention of the target audience. Alongside the
traditional media channels like newspapers, magazines, television, hoardings, public relations,
etc., new media vehicles such as Internet, outdoor communications, sponsoring events, etc. offer
opportunities for consumer involvement. Such innovative approaches can enable managers to
minimize the impact of competition on their brands. Integrated brand communications and
creative repetition through various types of media is a key to success in brand communications.
4.6 Permeated Themes (Hygiene and Brand Presence)
Brand love is defined as a strong affection or deep emotional attachment consumers have for a
certain brand. Suggested that brand love is a primary component of a lovemark experience,
describing the importance of appeal to consumers on a personal and emotional level. Posited

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
mystery, sensuality, and intimacy experiences would contribute to creating a feeling of love
towards a brand, which leads to consumer retention through brand loyalty. In Roberts’ lovemarks
theory, the feeling of love towards a brand has similar constituents as interpersonal love in social
psychology. Research indicated that the relationship between consumers and products resembles
a romantic relationship, which supports argument that feelings of impersonal love (e.g., love of
swimming) can be interpreted using interpersonal love theory. Implementation of positivism in
business research and other studies can be criticized for dependence to status quo. In other
words, research findings in positivism studies are only descriptive, thus they lack insight into in-
depth issues.
4.7 Discussion
As per the above method of data collection through questionnaires, interviews and online surveys
it was found that the MTN brand has quite string base in Nigeria. Corporate responsibility or
sustainability is therefore a prominent feature of the business and society literature, addressing
topics of business ethics, corporate social performance, global corporate citizenship, and
stakeholder management. Management education can be an important source of new ideas about
shifting toward an integrated rather than fractured knowledge economy, but this means also that
the role and meaning of socially responsible leadership needs to be updated Nsikan,
Umoh,&Bariate, (2015). Much further research is needed to create a clearer understanding of
what is required, both in leadership itself and in the field of leadership development.Corporations
need to engage with stakeholders to develop valuable CSR-related actions. Stakeholders that face
challenges and threats are more likely to partner with corporations on CSR-related issues and
corporations and stakeholders are more likely to succeed when a long-term vision is embraced.

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
The literature shows that corporate leadership should have a holistic approach to engage with
stakeholders and that the vital link between business and stakeholder management is leadership.
CSR is a company’s effort and responsibility to reduce or avoid harmful effects and to maximize
its long run positive and useful impact on society. In spirit CSR speaks of organization’s reaction
to social plans. Earlier Organizations were considered only as profit maximizing entities.
However, with a change in the structure of business environment, the role of organizations has
altered dramatically. Today, organizations are an essential part of social life. CSR is basically a
tool for organizations to carry out diverse activities to fund and resolve social problems and to
fulfill their commitment towards society. It also allows the organizations to generate and assign
the resources in effective and efficient way. CSR initiatives and actions are not only about
charity but about transforming these ideas into useful business strategies. CSR driven efforts
does not only relate to make a contribution by donating money but it speaks of incorporating
societal and moral practices into business strategies that help the consumers in building a
optimistic brand image.
4.8 Quantitative Finding
A questionnaire is simply a ‘tool’ for collecting and recording information about a particular
issue of interest. It is mainly made up of a list of questions, but should also include clear
instructions and space for answers or administrative details.These involved clearly structure
questions, listen attentively, pause, probe or prompt appropriately and encourage the interviewee
to talk freely. The questionnaires used in the above method of analysis helped in understanding
the market trend what is the impact of the MTN brand among the people of Nigeria. Brands
today play a number of important roles that improve consumers’ lives and enhance the financial

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Investigate the Impact of CSR on Brand Perception. A Case Study of MTN in Nigeria
value of firms. Brand awareness and brand perceived quality as the significant factors to create
and maintain brand equity. There are positive relationship among brand awareness, perceive
quality and brand equity. The marketing program has effect to improve the perceive quality of
brand for different customers.
4.9 Summary
This chapter provided data for analysis and understands the impact of the MTN brand on the
Nigerian market. The current study is shaped with using inductive research design. It was noted
that the inductive approach gives the chance to have more explanation of what is going on. A
qualitative research is often associated with inductive research designs in which a range of
methods are used to collect the data and explore the problem from different perspectives. Thus,
the inductive approach was used in this research.The case study research design is also useful for
testing whether scientific theories and models actually work in the real world. Case studies are
research that focus on and gather in depth information about a specific person, group, community
or event. On the other hand, case studies can provide very detailed information about a particular
subject that it would not be possible to acquire through another type of experimentation.
4.10 References
Adeyanju, O. D. (2012). An assessment of the impact of corporate social responsibility
on Nigerian society: The examples of banking and communication industries. Universal Journal
of Marketing and Business Research, 1(1), 17-43.
Bolajoko, D. O. N., Sikuade, J. O., Elizabeth, H. M., Salome, I. O., & Joseph, A. F.
(2013). IMPACT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON

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CONSUMERS'ATTITUDE TOWARDS CORPORATE IMAGE AND PURCHASE
INTENTION IN THE NIGERIAN GSM TELECOMMUNICATION INDUSTRY. Journal of
International Management Studies, 13(3).
Dixon-Ogbechi, B. N., &Jagun, S. O. (2013).Application of Analytic Hierarchy Process
to Determine Consumers' Perceptions of Corporate Social Responsibility Strategy for
Organizations in the Nigerian Global System for Mobile Telecommunication Industry. Journal
of Management and Strategy,4(4), 44.
Nejati, M., &Ghasemi, S. (2012).Corporate social responsibility in Iran from the
perspective of employees. Social Responsibility Journal, 8(4), 578-588.
Nsikan, J. E., Umoh, V. A., &Bariate, M. (2015). Corporate Social Responsibility and
Mobile Telecommunication Competitiveness in Nigeria: The Case of MTN Nigeria. American
Journal of Industrial and Business Management, 5(08), 527.
Ogwo, O. E., &Igwe, S. R. (2012). Some key factors influencing attitudes to patronage of
GSM services: the Nigerian experience. International Journal of Business and
Management, 7(18), 82.