Title: A consumer perception study on CSR reputation shaping brand image in India

Authors: Supriya Chouthoy; Roshan Kazi; Rahul Dass; Mahima Mishra

Addresses: Flame School of Communication, Flame University, Pune, Maharashtra, India ' Allana Institute of Management Sciences, 2390, Azam Campus, KB Hidayatullah Road, New Modikhana, Pune, Maharashtra, 411001, India ' Times School of Media, Bennett University, Greater Noida, UP, India ' Abu Dhabi School of Management, Abu Dhabi, UAE

Abstract: The purpose of this study is to reveal that a brand incorporating corporate social responsibility (CSR) initiatives helps strategically shape its brand image and enables it to stand apart in a competitive market. Data for this research was gathered from a primary data collection exercise done across a sample of respondents in India. The paper succeeds in establishing the hypothesis (H1) of 'Whether CSR reputation (CSRR) and brand image (BI) are statistically related? ' through canonical correlation. The study established that there exists a positive correlation between CSRR and BI; consumers are willing to praise CSR performing brands publicly and easily distinguish such brands from other competing brands. Consumers' respect for such brands grows every time they learn of their CSR efforts. This study extends the dynamic relationship between the consumer and the brand. It concludes by suggesting that strengthening CSR makes business sense.

Keywords: corporate social responsibility; CSR; social marketing; strategy; sustainability; corporate responsibility; India.

DOI: 10.1504/IJMED.2023.130157

International Journal of Management and Enterprise Development, 2023 Vol.22 No.2, pp.91 - 109

Received: 28 Jul 2022
Accepted: 23 Oct 2022
Published online: 05 Apr 2023 *

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