Corporate social responsibility and its relation to the UPAO brand image

Milagros del Rosario P.G.; Jean Presli S.C.; Roncal P.I.B.; Rosas A.A.J.; Lucero de los Remedios U.D. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.271

Resumen

The present investigation seeks to know how the image of such a prestigious institution increases when executing corporate social responsibility actions, since today institutions seek to develop in an integral way, complying with adequate criteria to contribute to society. For this, the general objective was considered to determine the relationship of corporate social responsibility in the image of the brand at the Antenor Orrego Private University, 2022, for which a correlational type of investigation was used, with a non-experimental design, considering a finite population. of 26, 086 students, and applying the formula of finite populations, a sample of 371 students from the Antenor Orrego Private University was determined, for which the technique was applied to the survey, with the questionnaire instrument, which was validated by 3 expert teachers and reached a Cronbach's alpha reliability level of 0.97. Obtaining for results a Spearman's Rho of 0.767 and a significance level of Sig.<0.01, so the alternate hypothesis could be accepted and the null hypothesis rejected. Likewise, it was obtained as a result that the level of corporate social responsibility is high with an indicator of 66.3%. Therefore, it is concluded that there is a direct and significant relationship between corporate social responsibility and the image of the brand at the Antenor Orrego Private University.

Instituciones: Universidad Privada Antenor Orrego