Corporate Social Responsibility and Brand Image: An Empirical Investigation of Private Sector Hospitals in Saudi Arabia

Abstract

The purpose of this paper is to investigate the impact of CSR on brand image of private hospitals in Jeddah city, Saudi Arabia. A purposive sampling technique was employed to recruit 187 managers in different positions representing the desired range of demographic characteristics (e.g. gender, age, nationality, and job position). This research showed that CSR dimensions (vision and workplace) had a positive effect on brand image of the private hospitals on one hand. On the other hand, other dimensions (community relations, marketplace and accountability) had a negative effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding CSR and brand image of the hospitals. The paper makes key recommendations towards adoption of CSR among hospitals.