Branding Corporate Social Responsibility: A Case Study on Public-Listed Telecommunication Companies in Malaysia

© Media Watch 10 (2) 432-444, 2019

ISSN 0976-0911 e-ISSN 2249-8818

DOI: 10.15655/mw/2019/v10i2/49638

Branding Corporate Social Responsibility: A Case Study on Public-Listed Telecommunication Companies in Malaysia

Jamilah Ahmad

Universiti Sains Malaysia, Malaysia

Corporate social responsibility (CSR) is a pillar for any organization to portray the positive reputation of the organization to the public. The image and commitment of CSR initiatives reflect the corporate brand of the organization. This study aims to have a better understanding of brand and CSR from the role of public relations practitioner involving two telecommunication companies namely Maxis Berhad and Axiata group which are public-listed companies in Malaysia. A qualitative in-depth interview was carried out with both public relations senior practitioners. Findings indicated that public relations practitioners from both telecommunication companies have a common understanding of branding CSR within the respective company. Despite, the differences in the basis of branding CSR, it is also found that CSR plays an important role to strengthen the corporate brand.

Keywords: Corporate social responsibility, corporate brand, public relations,

Axiata group, Maxis Berhad, public-listed companies


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Jamilah Ahmad (Ph.D., Deakin University, Melbourne, Australia 2005) is a Professor at School of Communication, Universiti Sains Malaysia. Dr. Ahmad’s research interests include environmental communication, public relations, corporate social responsibility, communication and media studies, e-learning, and new media technology.