Analysing the impact of corporate social responsibility on brand equity: a case study of nampower and disability sports Namibia

Nikanor, Rosa

Analysing the impact of corporate social responsibility on brand equity: a case study of nampower and disability sports Namibia

Author(s)

Nikanor, Rosa

Date Issued

2026

Type

master thesis

Publisher

Cape Peninsula University of Technology

Abstract

Businesses are no longer viewed as separate from society; instead, they are recognized as integral partners who contribute significantly to society’s development, stability, and prosperity through various efforts - including corporate social responsibility (CSR). Owing to this, companies invest millions each year - in cash and in kind - towards corporate social responsibility initiatives in a move to build good corporate citizenship. However, despite these widespread efforts, there is a noticeable absence of academic literature highlighting the benefits of CSR for an organisation, and more specifically, an absence of academic literature on the impact of corporate social responsibility on brand equity. To address this gap, this study was undertaken to explore the impact of CSR on brand equity, employing NamPower Foundation and Disability Sports Namibia (DSN) as a case study. The study adopted an impact assessment approach, using convenience sampling and semi-structured interviews to examine the relationship between CSR and the components of Aaker’s (1991) brand equity theoretical model. This study’s findings reveal that CSR, when implemented strategically, transparently, and authentically, has a positive and invaluable impact on the equity of a brand. More specifically, NamPower’s CSR activity fosters brand loyalty, enhances brand awareness, cultivates positive perceptions of the product and service quality, and creates positive brand associations in the DSN. This study contributes empirical evidence to CSR’s influence on brand equity. It makes a unique contribution to the academic literature by situating its analysis within the Namibian context and is of specific value to the researched organisation (NamPower), by providing evidence-based feedback on DSN’s perceptions of NamPower’s brand equity as influenced by the impact of its CSR activity. Finally, this study provides important insights to inform strategic decision-making related to CSR for the benefit of a company and its brand.

Additional information

Thesis (Master of Public Relations and Communication Management)--Cape Peninsula University of Technology, 2026

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231058543_Nikanor, Rosa.pdf

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