EVALUATION OF CORPORATE SOCIAL RESPONSIBILITY STRATEGIES FOR REPUTATION MANAGEMENT IN NIGERIAN BREWERIES PLC, LAGOS
This study evaluated corporate social responsibility strategies for reputation management in Nigerian Breweries Plc, Lagos. Specifically, the study assessed the ways Nigerian Breweries PLC uses CSR strategies in reputation management, the extent to which Nigerian Breweries PLC uses CSR strategies in reputation management, how the use of CSR strategies influences the reputation of Nigerian Breweries Plc and the challenges in the use of CSR strategies by Nigerian Breweries PLC in reputation management. It hinged on two theoretical frameworks: stakeholder and Negotiation theory. The study adopted a mixed research method, comprising quantitative and qualitative data. The population of the study comprised the internal and external publics of Nigerian Breweries PLC, Lagos, while the sample size determined was 372. Some of the major findings were that engaging stakeholders and sponsorships are the dominant ways Nigerian Breweries PLC engages in CSR activities; Nigerian Breweries PLC uses the Smashing Underage Drinking campaign and Philanthropic Donations mostly as CSR programmes to benefit their publics. Also, Nigerian Breweries PLC engages in CSR activities aimed at influencing the reputation of the organization; moreover, resource constraints are the dominant challenge that Nigerian Breweries PLC comes across when carrying out CSR activities. From the findings, it was concluded that Nigerian Breweries PLC strategically employs stakeholder engagement, sponsorships, donations, and diverse CSR programs to strengthen its reputation. From the findings, the study recommended that, to overcome resource constraints, Nigerian Breweries should integrate CSR funding into a long-term budgeting framework.
Keywords: Media Evaluation, Corporate Social Responsibility Strategies, Reputation Management