RESPONSABILITÉ SOCIETALE DES ENTREPRISES ET IMAGE DE MARQUE DANS LE SECTEUR BANCAIRE EN RDC

Abstract

This research aims to analyze the impact of Rawbank’s corporate social responsibility (CSR) actions on its brand image as perceived by customers in Kinshasa. Considering a sample of 300 customers, data were collected using a structured survey questionnaire based on a 5-point Likert scale. Items measuring CSR and brand image were grouped into mean scores to represent these two variables studied. The results of inferential analyses, combining correlation and linear regression, revealed a positive and statistically significant link between CSR and brand image. This study then confirms that responsible initiatives improve and strengthen Rawbank’s reputation and legitimacy among its customers.