Impact of C.S.R. on brand equity in the wake of Covid-19 pandemic: Special reference to the STC Saudi Arabia

This research sought to determine the impact of corporate social responsibility on the brand equity of STC Company, a Telecommunication provider in Saudi Arabia. In the study we identified the independent variable as being Corporate Social Responsibility (C.S.R.) toward Covid 19, environment, customer, and local community. As for the dependent variable we consider brand equity, and its dimensions such as Brand awareness, Brand Association, Perceived quality, and Brand loyalty.

In order to achieve the above objectives, a questionnaire was developed and distributed to a sample consisting of 338 subjects all of them were STC customers. and then a descriptive statistical technique such as (mean, standard deviation) and analytical statistical technique such as (multi-correlation) were used to analyze the data.

The study main finding is that there is an effect of corporate social responsibility on the brand equity of STC Company. The study recommends that companies should invest more on CSR activities in order to provide a sustainable brand and achieve a strong Brand Equity (B.E.). Crisis and disaster occurring eventually added more social responsibility to corporations as witnessed recently with Covid 19. Although, this might be a financial and management burden, it might also be an opportunity to raise the Brand Equity & the corporate goodwill at large.