Analyzing CSR's Impact on NRB Bank's Brand Image in Bangladesh

This research proposal examines the impact of Corporate Social Responsibility (CSR) on the brand image of NRB Bank in Bangladesh. The study aims to analyze how CSR initiatives affect brand perception, particularly within the context of the Islamic banking sector. The research employs a qualitative approach, utilizing a questionnaire administered to 20 managers of NRB Bank, with data analyzed through thematic analysis. The proposal outlines the background of the study, emphasizing the importance of CSR in enhancing brand image and addressing societal impacts. It details the research objectives, which include understanding the significance of CSR, identifying its impact on brand image, and exploring the challenges faced during CSR implementation. The literature review explores the significance of CSR for brand image, factors impacting brand image, and relevant theories and challenges. The methodology section describes the interpretivism research philosophy, an inductive research approach, a descriptive research design, and a case study and survey research strategy. The study will also make use of a mixed research approach to collect and analyze the data, which will be done over a period of 16 weeks, as depicted by the Gantt chart.

Business Research
Methodologies

ABSTRACT
Corporate social responsibility is responsibility of business organisations towards society.
The research paper aims to analyse impact of corporate social responsibility on the brand image
with reference to NRB Bank of Bangladesh. NRB Bank of Bangladesh incorporates in financial
and banking sector of Bangladesh. Islamic banks in Bangladesh mostly controls deposits in the
country. In the paper, the data has been collected by using questionnaire which has been
provided to the 20 managers of NRB Bank. Convenience sampling method has been used and
thematic analysis has been used to analyse the data. Gantt Chart has been made which depicts
that it would take 16 weeks for researcher to complete the study.

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RESEARCH PROPOSAL TITLE
“The impact of Corporate Social Responsibility on the brand image of 'NRB Bank”.
1. INTRODUCTION
1.1 Background of the study
CSR stands for corporate social responsibility which is the responsibility of organisation
towards society. In the present era, each and every organisation strives to perform better in order
to enhance its productivity and profitability by utilising natural resources which leads to
depletion of resources and it impacts negatively on the society (Schwartz, 2017). Thus, it
becomes the duty and responsibility of business organisation to contribute adequate amount of
earning towards growth and development of community and societies. It not only develops the
societies but also improves brand image of organisation. In this context, the present research
study will focus on CSR activities done by NRB Bank of Bangladesh. Migrants Sponsored
Banking (MSB) which is a structure related to banking and in addition to this it is also funded
by non-residents through their initial capital (McWilliams, 2015). In order to raise its brand
image, NRB bank management consequently contributes towards the society as a part of their
corporate social responsibility. NRB bank contributed towards educational programme, disaster
management, financial assistance to health sector and community investments.
1.2 Purpose of Study
This research will help in enhancing understanding and knowledge in terms of society
responsibilities which has a impact on image of their brand in organisation. It will provide an
opportunity to the researcher to get familiar with NRB Bank of Bangladesh. From this research,
the researching skills of researcher will also enhance.
1.3 Statement of problem
To sustain in the environment which is competitive and makes essential for management
to expand their image by improving brand. CSR initiatives are one of the key factors that directly
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impact on the brand image. In present research, the impact of CSR on brand image of NRB bank
of Bangladesh will be identified.
1.4 Background of industry
NRB Bank of Bangladesh incorporates in financial and banking sector of Bangladesh.
Islamic banks in Bangladesh mostly controls deposits in the country. It is one of the most robust
and consistent sector in the country which is responsible for enhancing the growth and
development of national economy. Banking industry in the country is expanding due to
governmental interventions and regimes. This helps in increasing the national economy and
effects on the growth and development of country.
1. Objectives of research.
Aim
The main objective of this research is “To analyse impact of corporate social
responsibility on the brand image - A study on NRB Bank, Bangladesh”.
Objectives
In context to this research, researcher framed few objectives which are discussed as such:
 To understand the significance of corporate social responsibility towards brand image.
 Identifying impacts of social responsibility on brand image.
 To identify the challenges faced by organisation during corporate social responsibility.
1.3 Questions to be researched.
This questions which are researched are fundamental in study of research. It provides
direction of study research which helps researcher to attain their objectives effectively and
efficiently. Additionally , researcher will answer the following questions which are listed below:
1. State the significance of social responsibility towards brand image.
2. Analyse factors impacting on brand image of corporate social responsibility.
3. What are the challenges faced by organisation during corporate social
responsibility?
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2. LITERATURE REVIEW
2.1 Significance of CSR for brand image
According to Suliman, Al-Khatib and Thomas, (2016) to sustain in this environment
which is competitive, it is important for the management to focus on improving their brand
image. There are various ways in which organisations could improve their brand image.
Corporate Social Responsibility also known as CSR activities is considered to be efficient and
effective way that helps in enhancing the brand image of the organisation. Carroll, A.B., (2015)
straightforwardly said that in present era, corporate social responsibility is vitally important for
the organisation as it not only helps in promoting of brand but also raise the brand value of the
organisation. Ali, (2018) elaborated that term CSR is referred in order to integrate beneficial
programs which is socially related and performs in business culture and it's model. It is a way
through which business contributes in order to enhance development process of sustainability by
providing various social, environmental and economic benefits for all shareholders. Hossain,
Bashar and Noor, (2017) argued that in present business context, corporate social responsibility
becomes trend more than approach. Big organisation immensely contributes towards the society
in order to develop the vicinity. They either provide employment opportunities to youth, develop
parks, building infrastructures, etc. which transforms the behaviour of society.
2.2 Factors Impacting on brand image of CSR.
Ghosh, (2015) said that corporate social responsibility prevents financial ramifications. If
the organisations compliance with laws, regulations and rules, they can obliterate legal
uncertainties and can also able to enhance their goodwill and brand reputation. It increases
employee loyalty as employers have to treat their employees with generosity so that the social
activity can be commenced effectively and efficiently. Afrah and Rani, (2017) elucidated that
corporate social responsibility helps in maintaining positive reputation of the organisation. By
contributing towards environment protection and improving the sustainability of the
organisation, management able to improve the existing reputation of the company. By reducing
wastes, recycling, reducing carbon emission, and following other efficient practices,
management enhances sustainability in the environment.
Gupta and et,al, (2018) said that by donating in causes to humanitarian such as fight
against poverty, helping the victims suffering from chronic diseases like AIDS, Ebola, Cancer,
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etc. By involving local communities, the management of business organisation enhances their
motivation towards the organisation. Ahmed, (2015) argued that despite of having numerous
positive impacts, corporate social responsibility might impact negatively on the organisation. For
instance, if an organisation creates a campaign which wrongly perceived by some social groups
can lead to adversities and violence. Furthermore, organisations whose financial position are not
strong will not be able to conduct corporate social responsibility.
2.3 Theories and challenges faced by management in CSR.
According to Kamruzzaman and Debnath, (2015) organisation faced numerous
challenges and obstructions during conducting corporate social responsibilities. Challenges such
as financial barriers, not able to decide the right campaigning activity, formulating strategies are
common which put stress on the management. Carroll, (2016) said that Carroll Model is
significant as it enables to map theories that have been used for analysing CSR activities in
applications to organisation. The Carroll Model or CSR pyramid consists of four stages or
criteria. The first criteria refer to economic responsibility where business management are
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Illustration 1: Carroll Model 1991
(Source: Stakeholders and Corporate Social Responsibility, 2009)

responsible for producing goods and services that fulfils the needs and expectations of the
society.
Shabana, Buchholtz and Carroll, (2017) said that the next criteria of effective CSR is
following legal responsibilities. Business management are responsible for following rules,
regulations ethically and efficiently which enhances the goodwill and reputation of the
organisation. Nalband and Kelabi, (2014) elucidated that the third stage is ethical
responsibilities. Business organisation must follow ethical behaviour within and outside the
organisation. They should trade with equity, fairness, without any discriminations so that
organisation reputation can be enhanced. Jamali, El Dirani and Harwood, (2015) said that
discretionary responsibilities is last stage which is voluntary and directed by organisations
which is desirable to make contributions socially and is not mandated by any laws.
Kamruzzaman and Debnath, (2015) suggested about Triple Line Theory in relation to
responsibilities of society which reflects about leaders line which is on bottom not only in terms
of economic but also in context to organisational environment. Three main aspects in addition to
responsibilities of society are social, economical and environmental sustainability. Ali, (2018)
also communicated not only in source of theory effectiveness but also disputed about theory
which is utilised by management is confusing and rigid. In addition to this, model also frames
accountability of company in respect to finance, social and environmental. Companies also
utilise this model to know perfect standard of their performance level and moreover it creates
higher efficiency level of enterprise. Model consists of three aspects and it's bottom line are as
follows:
People, they are the social line which is beneficial and allows business to perform in
terms of labour and community. The one who follows this Triple Line Model receives social
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structure which is correspondent and in addition to this it also includes labour interest,
stakeholders and corporate are totally interdependent in their well-being.
Next comes about Planet which is the bottom line in environmental sustainability. This
results in practising activities which is environmentally sustainable. Moreover, companies are
naturally focused in minimising environmental aspects.
Lastly, the economical line is reviewed through profit which deals in terms of economy
that is created by organisation after the input cost is deducted. In this addition per capita cost is
also considered.
2.4 Summary of literature review
From the literature review it can be understood that authors explicitly define corporate
social responsibilities in effective and efficient manner. The importance and impact of corporate
social responsibilities have been assessed. Though authors have limits their research on financial
barriers. They could explain about some more challenges faced by the organisation regarding
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Illustration 2: Triple bottom line model
(Source: Triple Bottom Line, 2016)

CSR such as lack of support from employees, inefficient planning, etc. Carroll Model of CSR
have been discussed and its stages have been elaborated briefly.
3. RESEARCH METHODOLOGY
This is considered in terms of framing research study. The concept is used to analyse and
complete the research will be describing in this section. Discussing the research methods used
for research is very important as it helps the readers about the process which is used in terms to
achieve objectives and aims of the study.
3.1 Research Philosophy
Anyhow, this philosophy is belief of researcher regarding collection and analysis of data
gathered in the study. It is divided in four parts which are pragmatism, realism, positivism and
interpretivism. In this current study of researcher, researcher will use interpretivism research
philosophy (Taylor, Bogdan and DeVault, 2015). In direct terms, interpretivism is emerged to
positivity and is also trial to explain human and social reality. The interpretivism method looks
in addition to derive culturally and historically which is situated in social life of interpretation.
3.2 Research Approach
This method is very essential in the research study. There are two main parts of research
approaches which is used by the researchers to achieve aim and objectives of the study
(Mackey and Gass, 2015). These are inductive research approach and deductive research
approach. In current study, researcher will select inductive approach for research. It is the
approach which put more emphasis on analysing research questions and attaining objectives of
the study.
3.3 Research Design
This is the specific design which helps the researcher in attaining objectives of the
research study (Brinkmann, 2014). Various research design are there which can be used by the
researcher. Project researcher of this current research will apply descriptive research design in
terms to explore questions of research more thoroughly.
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3.4 Research Strategy
Research strategy is the plan by which researcher is capable to achieve objectives of the
research study. The research strategy will be case study and survey for the proposed study. This
method is considered to generate greater understanding about the topics and theories. Mixed
research approach will be used in order to collect and analyse the data. In the present study, to
analyse the impact of CSR on brand image of NRB Bank, case study and survey will be
appropriate.
3.5 Data Collection
Data collection is the process of gathering data research data from various sources
(Lewis, 2015). In the present study, the data will be collected through primary sources and
secondary sources. Researcher use questionnaire in order to collect research data. Managers of
NRB bank will be provided the same.
3.6 Sampling
Sampling is the process of lowering the survey population by using statistical approach.
According to survey large population is not possible for researcher, thus, researcher will take a
sample of 20 managers and will provide questionnaire to them. The non-probability method of
sampling will be used by the author. Convenience sampling method will be use as it based on
ease of accessibility.
3.7 Data Analysis
Raw data is transformed through data analysis into useful information (Flick, 2015).
Data analysis is crucial part of research study as readers will able to comprehend what the data is
all about. In order to analyse the research collected data, researcher will use thematic analysis.
Different themes for each question will be formulated and it will be interpreted with the help of
charts and tables.
3.8 Time Horizon
For accomplishing objective of the study, researcher will require 16 weeks. In the below
Gantt chart, the activities associated with the research and weeks have been detailed.
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4. DATA ANALYSIS
4.1 Sample Questionnaire
Questionnaire
Name: __________
Age: ___________
Job Position: _____
Q1. Does your organisation conducts CSR activities frequently?
 Yes
 No
Q2. Does your organisation and social initiatives that it involved with fit together well?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q3. Does conducting CSR activities impacts on the brand image positively?
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