The Role of Corporate Social Responsibility in Enhancing Brand Reputation at Beah

Abstract

This research examines how corporate social responsibility (CSR) can help build brand image at Be’ah, one of Oman’s leading environmental services organisations. Companies in Oman are now required to adopt ethical, social, and environmentally friendly practices. CSR is now considered an essential tool that not only benefits the community but also influences how people perceive a company. This paper looks at how Be’ah’s CSR activities such as waste-to-energy projects, green awareness campaigns, and national goal support such as Oman’s Net Zero 2050 feed into public opinion and brand trust. This paper used mixed methods to address its research objectives. A detailed survey was conducted from handpicked employees, customers, and members of the community at Be’ah. To investigate further, an in-depth interview was conducted with 33 respondents aiming to get the public’s opinion of the company’s brand and the impact of its CSR initiatives. It was revealed that even though Be’ah’s CSR initiatives were appreciated by the public, a majority of people are not aware of them, making it a goal for the company to communicate its CSR activities more effectively. The survey showed that CSR has a great impact on brand reputation, especially on a company’s activities that can significantly affect the environment and society. Overall, this research contributes to CSR study by focusing on the Omani context and shows CSR as a robust tool in enhancing the image of the environmental sector.

Keywords: Corporate Social Responsibility, Sultanate of Oman, Beah

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