THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON PUBLIC PERCEPTION OF THE BANK OF INDUSTRY AS A BRAND

This study investigates the influence of Corporate Social Responsibility (CSR) on public perception of the Bank of Industry (BOI) as a brand in Nigeria. It addresses a significant gap in existing literature, which often generalizes the impact of CSR without considering the unique dynamics of a development bank whose mission is focused on social and economic development rather than profit. The research aimed to evaluate BOI's CSR initiatives, examine public opinion, and determine the public's level of awareness. The study adopted a qualitative and descriptive research design, primarily analyzing secondary data from corporate reports, scholarly journals, and media publications between 2019 and 2024. Additionally, six members of the external public were interviewed to gather diverse perspectives. Findings reveal that BOI's CSR initiatives have evolved from basic social support to structured, inclusive interventions in education, healthcare, youth empowerment, and environmental sustainability. However, public awareness of these efforts remains low and indirect, often shaped more by visible projects and media coverage than by the bank’s official communication channels. The study concluded that while CSR activities can enhance trust and brand image for a development finance institution like BOI, a lack of consistent and visible communication hinders their full potential to build legitimacy and strengthen brand perception among the Nigerian populace. The findings underscore the critical need for BOI to strengthen its communication strategies and expand grassroots-level projects to improve awareness and maximize its social impact. Keywords: Corporate Social Responsibility (CSR), Public Perception, Bank of Industry (BOI), Brand Perception, and Nigeria.