Abstract

This study examined the influence of corporate social responsibility on brand image in the banking industry in Uyo, Akwa Ibom State. The study adopted a descriptive research design. The population for the study comprised 1,023,500 customers drawn from five selected second generation banks in Uyo Metropolis. Using Taro Yamane’s formula for sample size determination, a sample size of 400 was derived. Data for the study were collected using structured questionnaires. Two research hypotheses were formulated and tested using a simple regression model at a 5% level of significance. The findings revealed that the independent variables of ethical responsibility and philanthropic responsibility significantly affected brand image in the banking industry in Uyo Metropolis. Based on the findings, it was concluded that corporate social responsibility significantly influences brand image in the banking industry in Uyo, Akwa Ibom State. The study therefore recommended that banks should continually innovate their corporate social responsibility practices to foster a stronger brand image that will lead to an expanded customer base and increased profitability. It also recommended that banks should undertake more ethically grounded corporate social responsibility initiatives to strengthen community welfare and enhance their brand image.

Keywords: Corporate Social Responsibility, Brand Image, Banking Industry, Ethical Responsibility, Philanthropic Responsibility

https://doi.org/10.5281/zenodo.21213481

Authors:

Emem Akaninyene Sampson Ph.D.
Department of Marketing,
University of Uyo, Uyo
ORCID: 0009-0003-0625-9523

Akpan, Udeme Isaac
Department of Business Education
University of Uyo, Uyo
Email:
udemeiakpan@uniuyo.edu.ng

Copyright © [2026] The Author(s). Published by the Journal of People and Worldviews (JPW). This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) Licence, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author(s) and source are properly credited.