An Investigation of Corporate Social Investment (CSI) Programme’s Contribution to the Brand Image of a Financial Institution in Alexandra, South Africa

Abstract

This article explores and explains Corporate Social Investment (CSI) and its contribution to the brand image of a financial institution in the area of Alexandra. The researchers used qualitative research study through focus groups with the communities of Alexandra and in-depth individual interviews with the management of the financial institution. The study sought to analyse and investigate the relationships between the communities and the management who employs corporate social investment in the area and its possible impact to the brand image of the organisation. Often seen as a township, Alexandra is described as a strategic neighbourhood for many corporations that have their business operations in that area. Because of this reason, some businesses such as the financial institution have been investing through their CSI activities but those have paid little attention to the communities in terms of taking into account their priority concerns even if the bulk of the institution’s investment which the communities acknowledge and agree is part of the developmental agenda: education. Some of the findings are that the formulation and implementation of projects are done by the institution with the community centre with little consultation with the communities who are the intended beneficiaries of the projects and which affect the relationships between the communities and the organisation.

DOI: 10.5901/mjss.2014.v5n4p282