CORPORATE SOCIAL RESPONSIBILITY AND MARKETING PERFORMANCE IN A NIGERIAN BUS COMPANY: AN INSIGHT FROM ABC PLC

Anthony Nduka Nwachukwu, Godwill Agu Agu

Abstract


This study examined the impact of corporate social responsibility (CSR) on marketing performance (MP) of a road transportation company-Associated Bus Company (ABC Transport) PLC Nigeria. Data were generated from the company's internal and annual reports from 2009 to 2015. Using SPSS version 21, stated hypotheses were tested with multiple regression analysis. The findings revealed that there is a significant and positive relationship between CSR and marketing performance. Further analysis shows that CSR does not significantly predict profitability and sales growth of the company, but predicts market share significantly. Based on these, the study recommends among others, that Companies should be consistent in the implementation of their CSR projects given the positive impact such projects have on marketing performance, and that CSR should be measured based on its long run effect and not just the short run result on marketing performance.


Full Text:

PDF

References


ABC Transport News Letters (2012 and 2013).

ABC Transport Annual Reports and Accounts (2010, 2011, 2012, 2013 and

.

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 Vol. 1(1). http://www.universalresearchjournals.org/ujmbr

Alexis, R (2008) corporate social responsibility practices in the Nigerian oil sector : The case of Royal Dutch Shell. ProQuest LLC United Kingdom

Wali1, A.F, Christian, A. H & Adanne, A (2015). Corporate social responsibility practices and marketing performance: a comparative study. IOSR Journal of Business.

Onoh, A.N (2006). Management and Administration: Theory and Practice. Port Harcourt: Pearl Publishers.

Babalola, Y. A (2012). The impact of corporate social

responsibility on firms’ profitability in Nigeria. European Journal of

Economics, Finance and Administrative Sciences.

Charpavang, C(2012). The relationship among market orientation,

corporate social responsibility, and marketing performance in Thailand. . International Journal of Business Strategy 12(4).

Mordi, C, Iroye, S.O, Mordi, T & Ojo, S(2012) Corporate social responsibility and the legal regulation in Nigeria. Economic Insights – Trends and Challenges 15(1). 1 - 8

Olajide, F.S (2014). Corporate social responsibility (CSR)

practices and stakeholders expectations: The Nigerian perspectives.

Research in Business and Management. 1( 2).

Oyetayo, F. O, Ibitoye, O.T & Dunsin, A.T (2014)

Corporate social responsibility and organizational profitability: An

empirical investigation of United Bank for Africa (UBA) Plc.

International Journal of Academic Research in Business and Social

Sciences. 4(8).

Gérard Hirigoyen and Thierry Poulain-Rehm(2015).Relationships between

Corporate Social Responsibility and Financial Performance: What is theCausality? Journal of Business & Management Volume 4, Issue.Science and Education Centre of North America.

Hani, H. A & Hayat, A. A (2011) The impact of corporate social responsibility on companies perceived performance: A comparative study of local and foreign companies in Jordan. Jordan Journal of Business Administration, 7(1).

Henri, S & Tamayo, A (2012). The impact of corporate social

responsibility on firm value: The role of customer awareness.

http://ssrn.com/abstract=2116265

Osisioma, H, Hope, N& Nwoye, P (2015) Corporate social

responsibility and performance Of selected firms In Nigeria.International Journal of Research in Business Management Vol. 3.

Inyanga, J.I (1998) Marketing for a Developing World. Owerri: Global Press limited.

Footea, J, Nolan, G & James, R.E (2010) Corporate social

responsibility: Implications for performance Excellence. Total Quality

Management, 21(3).

Lucy, D. P & Adele,T (2006) The case for corporate

responsibility: Arguments from the literature. SA Journal of Human

Resource Management.

Yusuf, B.A & Ahmed, M (2015) Corporate social


Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Anthony Nduka Nwachukwu, Godwill Agu Agu

 

 

 

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.