Coperate social responsibility and it's influence on brand reputation and consumer

Abstract

CSR has become a key business priority that has impacted brand image and customer choice in a big way. This research uses both quantitative and qualitative research to establish the link between CSR, brand image, and consumer loyalty. The quantitative phase revealed the factors affecting consumers’ attitude, among which the importance of perceived authenticity and perceived CSR as a competitive advantage, and the impact of the selected communication channels on attitudes and purchase intentions. The quantitative phase involved 520 participants and involved survey data to confirm the themes through Structural Equation Modeling (SEM), which showed a positive relationship between CSR activities and brand reputation with brand reputation as a mediator of CSR and consumer behavior. Further, the study also showed that CSR programs are more effective in industries that are most vulnerable to ethical issues, including the food and pharmaceutical industries. This research highlights the need to ensure that CSR programs are relevant to the consumers’ values and that communication approaches used to promote CSR are optimized. CSR can be used as a tool to build brand equity because consumers expect businesses to be socially responsible and those businesses that meet these expectations will be rewarded with loyalty and advocacy, giving them a competitive advantage in today’s socially sensitive markets. The study provides important implications for organizations that seek to enhance the use of CSR in the pursuit of sustainable development and stakeholder management.