Effect of Strategic CSR Communication on the Brand Image of Selected Public Universities in Kenya

Abstract

The objective of the study was to determine the effect of strategic CSR communication on the brand image of selected public universities in Kenya. The study adopted a descriptive research design. The unit of analysis was five public universities that have been in existence for more than 15 years. The study targeted the 1410 employees in these universities. The sample size was 206 employees in public universities. The study used stratified random sampling to select the sample. Primary data was collected in this research. Sourced data was mainly gathered by administering structured questionnaires. Excel and Statistical Package for Social Scientists (SPSS) version 21 was used to analyse data. Data was analysed using inferential and descriptive statistics. Data was presented using means, standard deviation, and distribution tables in tables and figures.   Regression of coefficients showed that there was a positive and significant relationship between strategic CSR communication and brand image. The study further concluded that most Kenyan universities had an interactive form of communication that enhanced their brand image. In addition, the use of media channels during corporate social responsibility activities enhances the brand image of the institution. Further, giving true and honest messages during corporate social responsibility activities enhances the brand image of the institution. The Kenyan government, university partners, and university collaborators should offer support to the universities in their corporate image initiatives. It is also important for the Commission of University Education (CUE) as the regulatory body to ensure that universities in Kenya operate in a favorable learning environment necessary for satisfactory service provision.