CORPORATE SOCIAL RESPONSIBILITY (CSR) AS A WAY TO REINFORCE BRAND EQUITY

Abstract

Corporate Social Responsibility relates to an organization’s conduct towards the environment, social causes and issues and the local communities. The reinforcement of brand equity is one of the major benefits of participating in and initiating corporate social responsibility. This exploratory research shows how CSR could be utilized as a tool or way to reinforce brand equity and what kinds of CSR activities influence a brands image. This paper proves with the help of examples of companies using CSR as a marketing tool, that CSR does have an effect, that too a positive effect on the brand equity of an organization.