Corporate Social Responsibility and Public Image of Hi-Quality Bakery in Calabar Metropolis, Cross River State

Abstract

The aim of this study was to examine the corporate social responsibility and public image of Hi-Quality Bakery in Calabar Metropolis, Cross River State. To carry out this study, four research questions were raised from four objectives designed to examine ways in which corporate social responsibility can enhance public image. Stakeholder theory was employed as the theoretical framework. The theory, also known as the perception theory, was also found relevant to this study. The study applied a mixed methodology. survey method of research was employed and 140 respondents consisting of the inhabitants of Calabar were selected. The questionnaire data were analysed using simple percentage statistical formula Findings revealed that 90 respondents, representing 64.3% disagreed that Hi-quality bakery publicises its corporate social responsibility project. Another also revealed that 100 respondents, representing 71.5% disagreed that Hi-quality bakery image is not held in high esteem. Out of 140 respondents, 95 respondents, representing 67.8% agreed that Hi-quality live up to its corporate social responsibility and public image and that Sales discount is an effective strategy to boost sales of product whereas 110 respondents, representing 78.5% agreed to the fact that sales discount is truly an effective strategy to boost sales. It was therefore, recommended that Hi-quality should take corporate social responsibility seriously so that the company’s image will be held in high esteem and that good publicity should be carried out when projects are executed to enable stakeholders to be aware. Conclusively, companies should lay emphasis on quality and improve the welfare of both its workers and the community they operate in.