Samsung survey finds Corporate Citizenship continues to drive benefits and brand perception in Southeast Asia & Oceania

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According to a recent study commited by Kadence Singapore, it’s reported that consumers 9 countries across Southeast Asia and Oceania region believe that corporate citizenship activities are genuinely beneficial and expect corporations to actively contribute to society’s well-being; which also happens to be 73%, as well as 65% believing that large corporations have a responsibility  to help the community.

As commissioned by Samsung Electronics Co., Ltd. The research also revealed positive attitudes around corporate community engagement as well as consumer opinions on citizenship initiatives,  in fact, there is an astounding 72% of consumers thinking it’s important for them to be engaged with a corporation’s citizenship efforts, and this was especially so for Indonesia (90%) and the Philippines (88%).

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[Left to right] Dato Roh Jae Yeol, Director of Corporate Affairs of Samsung Malaysia Electronics; President Lee Sang Hoon of Samsung Malaysia Electronics; Datuk Mas Ermieyati Samsudin, Deputy Minister of Tourism & Culture Malaysia; Datuk Seri Mirza Mohammad Taiyab, Director General of Tourism Malaysia present at the launch of Samsung’s Culture Explorer campaign

In case you didn’t know, Samsung led both spontaneous and prompted association for brands involved in CSR activities. Close to three in 10 respondents (29%) spontaneously named Samsung as a brand actively involved in CSR, a significant two-fold lead over the next brand (a consumer technology brand. Amongst a list of technology and non-technology brands, Samsung also led prompted association (45%).

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Samsung’s Love and Care volunteer program in Cambodia is one of the brand’s corporate citizenship initiatives to contribute to society’s well-being

Brand perception was also found to be elevated upon knowledge of a brand’s community engagement efforts. Four in five respondents (80%) indicated that being aware of Samsung’s corporate citizenship programs would lead to a significantly more positive impression of the brand; however, they also responded to see Samsung’s involvement in, with the categories of “Community Development”, “Education”, and “Volunteering” emerging as the top three themes.

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The Samsung SMART Library in Pusat Latihan Polis Kuala Lumpur (PULAPOL) is a digital publication reading zone initiative to assist users and young police officers in their mandatory trainings

Unbeknownst to them, Samsung has already established more than 160 Smart Schools and Libraries and 20 Samsung Tech Institutes to enable students to take a smarter approach to education and nurture talent across the regions; this includes Australia, Singapore, Indonesia, Malaysia, the Philippines, Thailand, Vietnam, New Zealand and Taiwan. There’s also the Samsung SONO Schools in Vietnam, Malaysia, Indonesia, Thailand and the Philippines support hospitals and medical facilities as a technology partner, providing equipment such as ultrasound systems, electronic boards and large-format displays.

On the other hand, Samsung has also launched its flagship regional citizenship program, Culture.Connect. The initiative celebrates the distinct aspects of the culture and heritage of each market, across a variety of cultural passion points – including Historical Landmarks & Landscapes as well as Art and Culture.