What Types of CSR Activities will be Most Feasible for Korean Firms In African Countries?: The Case of Ethiopia and Zimbabwe

This study investigated the relationship between corporate social responsibility activities (economic, legal, ethical and philanthropic components) and brand attitude for Korean firms in African countries. The study was done in Zimbabwe and Ethiopia. The research survey collected 190 data points with 173 validated questionnaires. Using Structural Equation Model (SEM), the data was analyzed. The results show that only the economic components of Corporate Social Responsibility (CSR) were positively related to brand attitude. The legal components and ethical components of CSR were not related to brand attitude. Contrary to expectation, the philanthropic components were not significantly related to brand attitude. Therefore, this study suggested that business firms from Korea should focus on the economic components of CSR to increase their foothold in Africa. Thus, firms undertaking the economic components of CSR activities could positively influence consumer brand attitude.