Impact of CSR on Brand Image in UK Retail Sector: A Study on Tesco

This research project aims to assess the impact of CSR initiatives on the brand image of Tesco, a leading retail company in the UK. The study will analyze the different CSR practices undertaken by Tesco and their influence on customer attitudes and brand value. The findings will provide insights for Tesco and other retail sector firms in understanding the significance of CSR in enhancing brand image.

Research Project

Abstract
This report has been described about what are the ways through which CSR practices are
impacting on company’s brand image operating in UK in retail sector. The main reason for doing
this research is to analyse whether there is positive or negative impact of CSR initiatives on retail
firms and its brand image. It has been also discussed about different CSR practices undertaken
by companies to resolve issue. Apart from it, an in depth analysis has been done about various
CSR trends and how CSR practices impact on different retail business that are operating in UK.
Moreover, the relationship between CSR and brand image is been explained as well. For this
study quantitative analysis research approach is taken. furthermore, hypothesis is been developed
to determine significant relation between brand image and CSR practices. Along with it, the
sample size taken is 30 managers of Tesco. The findings of study state that through the various
CSR activities such as charity, donation and support to victims of a sense of community allowing
it to build strong connection with public. This relation is useful in strong brand image of
organization.

Topic: To assess the impact of CSR of company’s brand image operating in UK retail sector:
A study on Tesco.
CHAPTER 1: INTRODUCTION
1.1 Introduction and background of research
Corporate social responsibility (CSR) may be defined as a commitment which is done by
the company for behaving ethically. In other words, it implies for the initiatives which are
undertaken by the firm for providing workforce as well as their families with quality life and
welfare activities for local community & society at large. Brand identity is defined as the sum of
the brand expressed as a product, organization, person and symbol. For creating a positioning of
the brand image in the market CSR is vital for the company to adopt (Lins, Servaes, and
Tamayo, 2017). It reflects that the corporate is functioning its business with compliance of
ethical and social factors so that it could achieve the growing position in the future. The current
research project is based on Tesco which offers wide variety of retail products & services to the
customers. In this, the present study will highlight how CSR initiatives impact brand image of
Tesco (McWilliams, 2015). Hence, this study will present qualitative investigation related to
CSR and thereby helps in assessing the influence of CSR initiatives on customer's attitude and
thereby company’s brand value.
1.2 Background of company
TESCO is the one of the largest retail chain in the UK. It offers multiple sort of items from
grocery to garments in its store. CSR is one of the buzzing concept in 21st century as it is
believed that firm is making use of society resources and due to this reason, it must also take few
steps for welfare of society. Considering this concept TESCO every year conduct CSR activity in
its premises and under this it first launch its CSR campaign in 1996 in which main aim was to
protect energy at workplace. In this regard employees were instructed to ensure avoid wastage of
energy in premises. After performance evaluation it was observed that 35% energy consumption
reduced on per square foot. TESCO gave minimum 1% of its profit after tax on charity for
helping poor and helpless people. Thus, it can be said that TESCO understand its responsibility
towards society.

1.3 Significance of the study
The present study and its outcome are highly significant for several such as Tesco, retail
sector firms and other scholars. Findings of this study will provide assistance to UK sector firms
including Tesco in understanding the extent to which CSR has impact on company’s brand
image. Referring such study, business units can develop competent framework for the near future
pertaining to CSR. Along with this, other scholars who want to conduct study on similar topic
can use the findings of this study. By taking into account overall assessment other scholars can
identify gap and thereby develops hypothesis for further study. In this way, current study and its
output will assist to companies, other scholars as well as government to a great extent.
1.4 Research statement
Aim: The aim of present study is to investigate the impact of CSR activities or initiatives
on the brand image of Tesco.
Research objectives:
 To assess the trend of CSR initiatives in retail sector.
 To identify CSR activities performed by Tesco.
 To ascertain relationship between CSR and brand image of Tesco. To recommend CSR initiatives that Tesco can undertake for enhancing brand image.
Research questions
Q.1 What kind of CSR is done by Tesco in the recent times?
Q.2 Does CSR impact brand image of Tesco?
Q.3 What relationship exist between CSR and brand image of Tesco.
Rationale of the project depicts that CSR has been adopted by every corporation in order
to function ethically and fulfilling the sustainable responsibility towards the society (Flammer,
2015). CSR has both positive and negative impacts on the brand image of the company. It helps
in creating the strong brand image while criticism against the organization leads to negative
effect on the reputation of the entity. In today's changing world it has become mandatory for
every firm to work with the objective of welfare of the society. From this study it is analyzed that

CSR influence the working and sustainability of the enterprise in the changing circumstances
(Saeidi, and et.al., 2015).
1.5 Structure of report
Step -1 introduction to study
1.1 Background, 1.2 significance 1.4 Aims and
objectives
Step 2- Literature review
2.0 Introduction 2.1 theme 1
Step 3 Research methodology
3.0 Introduction 3.1 research philosophy 3.2
research approach 3.3 Data collection 3.4 Sampling
Step 4 Data analysis
Step 5 Conclusion and recommendations

CHAPTER 2: LITERATURE REVIEW
Introduction - It is the second chapter that provide theoretical insight of overall research topic.
in this the researcher analyse secondary data taken from previous articles, journals, etc. and write
it in study. The data is evaluated that provide views and opinions of other authors on CSR.
Beside this, it also becomes easy for user to read and understand and gain knowledge about
research topic. This is the main chapter of study. It is written on basis of objectives developed
and according to themes. Here, each theme can be further divided into sub themes. From that it
become easier to go through entire chapter. This chapter presents the literature review to cover
all objectives and also representing the answer of each objectives in the form of LR theme. The
LR will provide data previous CSR initiatives taken and how it differs from now.
Theme 1: The trend of CSR initiatives in retail sector.
According to Agus Harjoto and Salas, (2017), there is a substantial importance of CSR in
the achievement of the organization under the retail sector. The attempt of CSR and
reprehensibility completion by the organization is analyzed on the basis of set benchmarks in the
industry. In the UK many of the high street supermarkets including Morrison, Tesco, Marks and
Spenser have build up their own strategies and community championships who works in the
communities and local areas. Some of them are indulged in the activities of donating funds for
the areas affected by floods by setting up the point of collection for donations. Other than this
Tesco, ASDA and Aldi are engaged in setting up collection of the charity for the local food
banks. Sanisbury works for conversion of the anaerobic digestions into energy. Moreover, the
Tesco also donate surplus to the charity which it collected from various foods vendors of hoses
who are willing to contribute to the charity. Most of the retailers collected the funds from local
charity and donate them to the local causes.
On the other hand, Andreu, Casado-Díaz and Mattila, (2015) is of the opinion that the
corporate social responsibility does not stick To a single responsibility rather it is a wider terms
which defines the duty and obligations of the retail outlets in UK with various aspects. This
includes the different area to which the companies in retail sector owes a care of duty. Theses
sectors are first the company under which it required to maintain the profitability bad maximize
the wealth of the shareholder. The second sector to which businesses have duty is the society

regarding the environmental protection and works toward sustainability. The last sector entities
are responsibility is towards the society and communities in which it operates. For complying
theses obligation the organization are now adopting a new way of setting the benchmarks and try
to do what the best performer in the industry is doing under the corporate social responsibility.
This including collection of charity ad making donation, to recycle the used resources and waste
management.
However, Bhattacharya and Kaursar, (2016) presents the opinion food manufacturers and
retailers select from of array of the approaches to CSR. The choices to market the CSR varies
form market to market and care considered over time, space and product. There are 8 different
themes that affects the decision of the CSR aspect under the retail sectors of UK. This includes
community health and safety, animal welfare, the environment, fair trade, Labour,
biotechnology, novel food, procurement and purchasing. Among all these themes the community
health and safety is most popular practice in the UK. The retail organisations works in the
direction of making the communities and local area a better place to live in by offering the
ethical conduct and nutrition sceptically for the vegan and frequently vegetarians. This is domes
by inclusion of nutrition values in the foods and edible products offered ad manufactured by
theses related to maintain the heath level of the communities, local areas and domestic people.
On the other hand, Cha, Yi and Bagozzi, (2016) is of the view that the Corporate social
responsibility adhered by the companies under the retail sectors of the UK are directly linked by
the management of the organisation to their supply chain, buyer relation, marketing, market
differentiation. This leads the organisation to have an obligation of the CSR over their business
in order to enhance the employee loyalty in the perspective of organisation development. These
are the factors that influence the organisation to abide with the CSR policies. The recent trends
in the retail sector in the UK in context of CSR is directly linked with enhancing he valuation
and reputation in the market. Organisation follows the social responsibility in order to build an
effective market position makes its employee loyal towards organisation and makes an effective
relation with their consumers. Moreover, to stand out in the retail industry the organisation
indulges in cut throat competition in order to have the best position amount the competitors and
rival in the context of achievement regarding the social obligation it has met and the achievement
it has made to make community and environment better place.

Conversely, Chang, (2017) presented a point of view that CSR and the valuation of the
business are interrelated. More the organisation indulges in CSR the more is valuation increases
In the current scenarios the leading organisations in the retail sectors are trying to reduce their
carbon foot prints and control the carbon emission from their establishments and factories. This
responsibility is directly related with improvising the environmental conditions and maintain
their ecological balance to provides a better environment to live and breathe in to the
communities and people. For controlling the carbon footprints, the organisation is dedicating a
larger and larger funds in this direction every year and increase their effectors to make the
atmosphere good. This is considered as the latest trend in the present time that is followed by the
organisations in the retail sector of the UK to adobe by their corporate social responsibility in
order to enhance their valuation as well meeting their obligation and responsibility towards the
society and the environment.
Theme 2: CSR activities performed by Tesco.
As per the view of Close Scheinbaum, Lacey and Drumwright, (2019), Tesco Plc is one
of the leading brand in the retail sectors with having 7000 supermarkets around the world. The
organisation initially started the practice of CSR voluntarily and then caught on with the
corporate world over the last few decades. Tesco have the best practises of CSR in the world
under the retail sector. Being in the retail sector to be in the CSR lifeline is one of the
achievement as this organisation do not excreta ant e waste which is one of the biggest
environmental threat to the world. The company have launched its first program back in 1996 for
energy awareness which was initiated toward reducing the energy usage and walking towards
reducing the waste. In the time frames of 10 years it has decreased it energy consumption
almost 3 % for all of its premises. Moreover, the company is also stepping forwards it engaging
in more practises and programmes of environmental protection, meeting social obligations and
increasing the employee loyalty.
On the other hand, Deng and Xu, (2017), now every firm emphasizes on presenting and
publishing CSR report at the end of accounting period. In this report, business unit presents
policies and practices undertaken by the firm for the welfare of stakeholders. In the recent times,
with the motive to develop distinct image in the mind of customers Tesco makes focus on doing
business operations and functions in an eco-friendly manner. For providing information to the

target market (both existing and potential customers), Tesco publishes CSR review report which
presents company’s initiative, practices and future outlook regarding sustainability. Tesco’s main
motive is to maximize both productivity and profitability by earning the trust of customers.
Further, business unit is focusing on adopting advanced technology which in turn results into
lower wastage and emission. Through this, company is contributing in sustainable environment
significantly.
However, He and et.al., (2016) presented a view point about the CSR of Tesco as with
complying to the CSR as a responsibility it publishing them with creation of lot awareness and
pressure group. Tacos faces much pressure group is tescopoly who came up with their catch up
phrase that every little hurts. The tescopoly is linked with the organizations dealing win retail
sectors and determining the negative effects of the supermarket power. There are many
champions set up against supermarkets specialty for Tesco. They have created awareness among
the consumers which may have tune their belief of customers and make them believe that Tesco
is not exactly what they are. This is directly in the contradiction of the promises made by Tesco
which it made to people as to give them more to work and they being values for the organization.
This contradiction lead to fall in the reputation of the Tesco as the CRS of Tesco says one thing
and tescopoly says another. As 70% of the people who are consumers of Tesco believed that
industry and commerce do not pay enough attention to their social responsibilities.
On the other hand, Mantovani, de Andrade and Negrão, (2017) have an opinion that
Tesco is the leading organization in the retail sector which abide with all its corporate social
responsibilities. Every year it takes a step forward to enhance it CSR reports. Tesco have stated
that CR si good for the consumers and communities and makes good business sense. Tesco have
local approach rather them global one on is decision making approach. The consumers,
conditions and proprieties differ between the countries it operated in and the corporate
responsibility reflected diversity for the approaches used by Tesco. It have grown as a business
and have created 16,000 new jobs in the UK, many in deprived areas with giving £7m in
computer equipment to schools, and have raised £2.5m for Barnardo’s, the Charity of the Year.
On the other hand Moon, Lee and Oh, (2015) is of the view that Tesco committed to high
standards of corporate governance with an approach of managing the non financial risk of the
organization. The corporate social responsibility is considered to the broad part of corporate

governance which is fully integrated in its management, system and structure. The board of
Tesco considers financial and non-financial opportunities at the annual Conference and set the
account abilities for managing operational risks are clearly assigned to the managers. The author
present a view the organization is carrying out a good work by abiding with its all
responsibilities towards its employee and business, environmental protection and sustainability
and for the society and the communities and the people.
Theme 3: Impact of CSR on the brand image of business firm
According to Agus Harjoto and Salas (2017) CSR have huge impact on the image of
business firm. This because under corporate social responsibility activity firm performed varied
tasks for welfare of general public. Corporate social responsibility activity is not only performed
for public, it is also performed for service of nation. For example, TESCO perform CSR activity
in 1992 under which it focused on reducing electricity use at workplace. Within five years
electricity use decline by 35% on per square of foot. Thus, in this way TESCO serve the nation.
Series wise multiple projects were started by the mentioned firm for welfare of general public
and nation. Important point to note is that all these things create positive image of the firm
among customers. This is because when firm conduct CSR for the general public need of specific
type of people get satisfied which create positive image of the firm in the eyes of customers.
Thus, there is close connection between corporate social responsibility activity and brand image
of the business firm. More through corporate social responsibility firm will be do for nation and
public its image in the eyes of customers will improve.
Contrary to this Saeidi and et.al., (2015) state that it is not necessary that always firm
perform corporate social responsibility activity and its image get improved. Customers consider
multiple factors while purchase product from the firm and creating its specific image. For
example, varied legal cases are charged on TESCO across the nation. Any individual may
consider TESCO CSR activity to create specific image about it but on same time it will also take
in to account legal cases charged on TESCO. Thus, moral of story is that corporate social
responsibility alone cannot create image of the firm among customers. Company production
operations, its product, way in which it offers service to customers, quality of product delivered
and corporate social responsibility activity all cumulatively form unique image of the firm
among customers. Any single factor can not play an overall perception of the customers about

the firm. Thus, it can be said that corporate social responsibility cannot play any important role
alone in forming perception of the people about TESCO.
As per views of Pai and et.al., (2015) there are two type of CSR activities which in turn
performed for Government and general public. Both these approaches create image of the firm in
different ways. It can be observed that if firm perform corporate social responsibility activity for
general public then in that case its image become good in general public. Not only this because
of CSR activity impact its memory retain in mind of people. Thus, it can be said that memory
retention value of corporate social responsibility activity is high in case it is performed for
general public. On other hand, if corporate social responsibility activity is performed for
Government then in that case people will not care about it. Thus, it can be said that CSR
initiatives performed for general public have higher impact on mind of people then those
activities which are performed for the nation.
Opposite to this Moon, Lee and Oh (2015) stated that whether firm perform any sort of
corporate social responsibility activity whether it is related to performance for nation or for
general public create equal image of the firm among customers. This is because people recognize
both sort of corporate social responsibility activities whether they are performed for general
public or nation. Ultimately, if corporate social responsibility activity is performed for
government then in that case also indirectly CSR will benefit people. Hence, it can be said that
directly or indirectly ultimately corporate social responsibility activity is benefiting general
public. This is the reason because of which CSR create same positive image of the firm among
customers in both cases.
According to the Mantovani, de Andrade and Negrão (2017) large number of firms
perform corporate social responsibility for the general public but its advertisement is not done at
wide level or if done at wide level then not done in systematic way. Hence, only those who are
benefitted from corporate social responsibility activity only know about CSR activity. Apart
from this, those who are connected to beneficiary people and live in surrounding area get
information of CSR activity of the business firm. Hence, many times because of this reason
corporate social responsibility activity failed to create a specific image of the firm among people.
Firms must ensure that they are conducting CSR in such a way and on scale which promote its
word of mouth marketing among customers.

According to Deng and Xu (2017) firms like TESCO obtain lots of benefits from
corporate social responsibility activity. It can be observed that firm publish all its social activities
on its own website so that all its key stakeholders like customers, suppliers and shareholders etc
come to know about efforts it makes for welfare of society. Firm believed that such kind of
efforts play huge role in creating its positive image among customers. People respect firm
business and intend to make most of purchase from TESCO stores. This indicate that
performance of corporate social responsibility activity helps a lot to the business firm as it not
only creates firm positive image among customers but also assist it in increasing product sales
throughout year.
Contrary to this Flammer (2015) state that large number of people does not take in to
account corporate social responsibility activity of the firm while making purchase of product.
This is because product is purchased to satisfy needs and if it is not giving results up to the
expected level then in that case then it will be wastage of money. Due to this reason people does
not prefer to consider corporate social responsibility activity of the firm while making purchase
of its products. Corporate social responsibility activity can create positive image of the firm
among people and can motivate them to make its product purchase but if quality is not up to
expected level then in that CSR may not play any sort of role in generating sales for the firm.
RESEARCH GAP
There are certain research gaps which have not been covered in the literature analysis and
which needs future research. This study has analysed literature sources which are published in
only academic journals and thus it is possible that it may not capture adequate developments in
CSR development. Further there has been very limited research is conducted in addressing
specific managerial problems which influences the CSR strategies of the organisations. Thus
adequate research is also required to analyse such management related issues and practical
challenges which affect the widespread implementation of sustainability principles.

CHAPTER 3 RESEARCH METHODOLOGY
Introduction- Third chapter in the dissertation describes the conduct of the research and allow
the researcher of its validity. This includes the overall approaches and type of the research, the
method of data collection that is primary, secondary, interview, survey etc. the detains from
where hen and with whom the research took place is defined. The method of data analysis is
defined that is there is application of statistical tools or not the analysis is statistical or discourse.
This chapter defines the tools and material used to analyse the data that is computer program, lab
equipment or others. The discussion of any obstacle faced in conducting the research and how
research have overcome the same is outlined and lastly evaluation and justification of the method
is presented in this chapter.
Research philosophy
It is been defined as the belief relating to a way in accordance to that the data regarding
the phenomenon is to be collected, used & assessed. The two main research philosophies that are
been determined involves positivism and interpretivism (Dumay and Cai, 2015). Positivism
philosophy means a theory which indicates that under this knowledge is on the basis of natural
phenomenon and their relations or properties. However, interpretivism means the philosophy that
includes an investigator for interpreting component of research study & is considered as an
approach to the social science which opposes positivism of the natural sciences.
In accordance to this study, interpretivism philosophy has been used as integrates the
interest of the humans into the study and is the most suitable approach for assessing the
qualitative characteristics of the study. This philosophy aims at providing the methods in order to
develop an understanding regarding different CSR practices that has a direct impact on the
strategies developed by the firm in a better way.
Research approach
It means a plan and the process that comprises of steps of the major anticipations to the
detailed technique of gathering the data, its assessment and interpretation. Research approach is
been chosen based on the research problem. There are two main approaches that is been used by
an investigator that are inductive and deductive approach. Inductive method is an approach that

starts with an observations & the theories that is been proposed at the end of research procedure
as the outcome of an observation (Wiek and Lang, 2016). On other side, deductive approach
mainly concerned with development of the hypothesis on the basis of the existing theory and
thereafter designing research strategy for testing the hypothesis.
In this research study, an investigator has used inductive approach as it aims at generating
useful meanings from a collected data-set for identifying the patterns and the relationships to
develop the theory. Inductive approach builds the learning of the researcher from the
experiences. Under this patterns, regularities and the resemblance in the experience are been
observed for the purpose of reaching to the conclusions.
Strategy
Mainly research can be conducted by using two type of the research methods that includes
qualitative and quantitative techniques (Fletcher, 2017). Qualitative methods involves the study
of the elements that cannot be expressed in terms of numbers whereas quantitative methods
focuses on the objective and statistical analysis of the data by making use of the computational
tools.
With reference to this research study, scholar has make use of the qualitative method as it
facilitates a better insights relating to the problem and helps in developing the hypothesis
regarding the impact of the CSR practices on the reputation of the firm in order make potential
qualitative research. This type of research also uncover the trends in the thoughts and the
opinions and in turn also provided a deeper insights towards the qualitative components of the
problem.
It means the practices that is been used in making the statistical analysis within which a
predetermined no. of the observations are been taken from the larger population. Specifically
there are two types of the sampling technique which can be utilized by the scholar that includes
probabilistic and non-probabilistic sampling technique (King and Mackey, 2016). Probabilistic
sampling refers to the tool in which the sample from the larger population are been chosen on the
basis of the probability theory which states that an equal chance is been given to an entire
population of getting selected. On the other state, non-probabilistic sampling referred as the
technique where samples gathered in the process are not given an equal chance of getting
selected.

In this research report, researcher has used random sampling method that is considered as
the probabilistic sampling where the sample is been selected based on an application of the
probability theory where equal chance will be given to the all the respondents for being chosen.
The sample of 30 managers has been selected by an investigator for conducting the study on
analyzing the effect of the CSR practices on the strategies of an organization.
Time horizon
Task Name Duration Start Finish
Selecting topic 3 days Mon
12/9/19
Wed
12/11/19
Framing the aims and
the objectives 7 days Thu
12/12/19
Fri
12/20/19
Conducting the
literature review 5 days Mon
12/23/19
Fri
12/27/19
Selection of the
research methods 6 days Mon
12/30/19 Mon 1/6/20
Gathering data 1 mon Tue 1/7/20 Mon 2/3/20
Assessing the data 15 days Tue 2/4/20 Mon
2/24/20
Discussion 10 days Tue
2/25/20 Mon 3/9/20
Conclusion 4 days Tue
3/10/20 Fri 3/13/20
Recommendations 3 days Mon
3/16/20
Wed
3/18/20
Changes as per the
clients 3 days Thu
3/19/20
Mon
3/23/20

Data collection
It means the process of gathering and measuring an information on the interest variables
in the established and the systematic manners that enables researcher in providing appropriate
answers to the research questions, evaluation of the outcomes & in testing the hypotheses. The
two main methods for collecting data are primary and secondary sources of the data collection.
Primary sources of the data collection refers to the direct and the first hand information gathered
relating to an event, person and object (McCusker and Gunaydin, 2015). The main sources
through which the primary data are collected includes observations, questionnaire, surveys and
the personal interviews. On the other state, secondary data means the method under which the
data is collected from the published and already available sources such as books, articles,
journals and internet.
In this report, the researcher has used primary and the secondary method fro collecting
data by structuring the questionnaire, conducting personal interviews with the respondents,
gathering information by making use of the books, journals, internet and the articles. Primary
sources helps in resolving the particular research issues and are stated as more reliable with
accuracy of the data because the data is been collected directly from the respondents. However,
secondary sources are also important and useful for developing better understanding in relation
to the research topic that is an effect of the CSR on the strategies of an entity.

Data analysis
It means a process relating to application of the statistical & the logical techniques
systematically for describing and evaluating the data. Data could be analyzed by using the two
major techniques that is thematic analysis and the software. SPSS is counted as the software that
is been used by several researchers for making analysis of the complex data. On the other view,
thematic analysis emphasizes on assessing, examining and pinpointing the patterns or the themes
within the data.
Referring to this research report, researcher made use of the thematic analysis where
themes has been created on the basis of the research problem that is influence of the CSR
practices on the business strategies (Lushey and Munro, 2015). This method offers an accessible
and the flexible approach in respect of obtaining the qualitative data. It helps in determining the
patterns across the data-set for answering the research question that is to be addressed.
Ethical consideration
It is counted as the most essential part of a research methodology as it defines that the
researcher has conducted the study ethically that is with proper consent of the respondents and in
compliance with all the rules and regulations. While making this research study, all the ethical
aspects are been taken care that is the scholar has made filled the consent form which clearly
shows that the respondents were been given full freedom and has answered the research
questions as per their wish (Antwi and Hamza, 2015). Research participant were not being
subjected to cause any harm by an investigator and dignity has been given to the participant by
the scholar which in turn reflects that researcher has made the study in compliance with the
ethical values.
Adequate level of the confidentiality has been maintained by the scholar with ensuring
full protection or privacy of the data regarding the research. Any kind of the deception and the
exaggeration relating to the aims and the objectives of research is avoided by researcher. An
investigator has avoided any kind of the misleading information in addition to the representation
of the findings generated from primary data in biased manner.
Validity and reliability
Reliability means an extent to which the study generates same answers with the use of the
same instruments on a frequent basis (Hoddy, 2019). This research study is said to highly

reliable as the other researchers has also obtained the same results as same methods are been
used by the scholar. However, validity of the research could stated as the level to which the
requirements of the scientific techniques had been followed during a process of developing the
research findings. By this it has been identified that this study is valid because researcher has
selected an appropriate time period for making the research report and appropriate
methodologies has been chosen by taking into account all the characteristics of a study. Scholar
has selected the most appropriate sampling method for a specific study and the respondents are
not been pressurized in any way for selecting any specific choices. This clearly indicates that an
investigator has ensured full reliability & validity of data referring to this research.

Chapter 4 Data Analysis
Introduction - This chapter is about the result of the research. This section is structured around
the sub questions, hypothesis or the topic of the research. The result that are relevant to the
research objective and the research question are included here. Here, the results and discussion
of the result is presented under the same chapter in combined format. In the data analysis section
of the research study is presented with the help of graphs, tables and charts. Here all the finding
of the research data is presented and they are discussed and evaluated in order to reach to the
final outcome of the research study. This chapter also is visual presentation of the research
findings for the readers.
Descriptive analysis- Here, SPSS tool is used for analysing data. It will help in generating many
elements. From that mean, mode, median, etc. can be obtained. Alongside, it will be easy to find
out range, standards deviation, maximum and minimum value. beside this, variance can be
calculated from it as well. SPSS is used to conduct various tests. It will be useful to identify
relationship between dependent and independent variables.
Descriptive Statistics
N Range Mean Std. Deviation Skewness
Statistic Statistic Statistic Std. Error Statistic Statistic
PositiveimpactofCSRonbrand
image 30 2.00 1.7333 .14331 .78492 .524
typeofCSRctivitiesareinitiated
byTesco 30 2.00 2.0000 .14384 .78784 .000
positiveimageinsocietywithC
SRactivities 30 2.00 1.8000 .14700 .80516 .391
currenttrendsinCSR 30 3.00 2.5333 .20191 1.10589 .074
peopleinfluencedcompanyco
ntributetowardssociety 30 2.00 1.8000 .14700 .80516 .391
companiescontributeprojects
promotewellbeing 30 2.00 1.8333 .13632 .74664 .286

CSRactivitiesraiseprofilebran
dimageconsumerminds 30 2.00 1.7000 .13688 .74971 .568
CSRactivitiesbeneficialtogain
competitiveadvantage 30 2.00 1.7333 .14331 .78492 .524
peopleabletodistinguishbetw
eenbrandwithstrongCSRorno
t
30 2.00 1.6667 .12984 .71116 .594
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 30 2.00 1.6333 .13116 .71840 .692
Valid N (listwise) 30
Descriptive Statistics
Skewness Kurtosis
Std. Error Statistic Std. Error
PositiveimpactofCSRonbrandimage .427 -1.153 .833
typeofCSRctivitiesareinitiatedbyTesco .427 -1.355 .833
positiveimageinsocietywithCSRactivities .427 -1.333 .833
currenttrendsinCSR .427 -1.316 .833
peopleinfluencedcompanycontributetowardssociet
y .427 -1.333 .833
companiescontributeprojectspromotewellbeing .427 -1.095 .833
CSRactivitiesraiseprofilebrandimageconsumermin
ds .427 -.957 .833
CSRactivitiesbeneficialtogaincompetitiveadvantag
e .427 -1.153 .833
peopleabletodistinguishbetweenbrandwithstrongC
SRornot .427 -.758 .833
CSRactivtiesbeneficlaindevelopingstrongbrnadim
age .427 -.699 .833

Valid N (listwise)
Interpretation – From above table it can be stated that most managers said yes CSR activities
helps in creating a positive brand image. They are highly beneficial for companies to engage in
CSR through which they are able to get competitive advantage. Also, average mean of each
question is close to 1. Thus, managers chose first option. However, standard deviation ranges
from 7 to 7.8. So, it is analyzed that there is strong relationship between CSR activities and brand
image. With this tesco is contributing towards society in several ways. Different types of CSR
practices are initiated that has resulted in creating positive image.
Reliability Statistics
Cronbach's
Alphaa
Cronbach's
Alpha Based on
Standardized
Itemsa
N of Items
-.206 -.080 10
a. The value is negative due to a negative average
covariance among items. This violates reliability
model assumptions. You may want to check item
codings.
Item Statistics

Mean Std. Deviation N
PositiveimpactofCSRonbrand
image 1.7333 .78492 30
typeofCSRctivitiesareinitiated
byTesco 2.0000 .78784 30
positiveimageinsocietywithC
SRactivities 1.8000 .80516 30
currenttrendsinCSR 2.5333 1.10589 30
peopleinfluencedcompanyco
ntributetowardssociety 1.8000 .80516 30
companiescontributeprojects
promotewellbeing 1.8333 .74664 30
CSRactivitiesraiseprofilebran
dimageconsumerminds 1.7000 .74971 30
CSRactivitiesbeneficialtogain
competitiveadvantage 1.7333 .78492 30
peopleabletodistinguishbetwe
enbrandwithstrongCSRornot 1.6667 .71116 30
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 1.6333 .71840 30
Inter-Item Correlation Matrix
Positiveimpactof
CSRonbrandima
ge
typeofCSRctiviti
esareinitiatedby
Tesco
positiveimageins
ocietywithCSRac
tivities
currenttrendsinC
SR
PositiveimpactofCSRonbrand
image 1.000 -.223 -.087 .011
typeofCSRctivitiesareinitiated
byTesco -.223 1.000 -.054 -.079

positiveimageinsocietywithC
SRactivities -.087 -.054 1.000 -.186
currenttrendsinCSR .011 -.079 -.186 1.000
peopleinfluencedcompanyco
ntributetowardssociety -.142 -.109 .043 -.147
companiescontributeprojects
promotewellbeing .039 .059 .172 -.097
CSRactivitiesraiseprofilebran
dimageconsumerminds .035 .000 -.160 -.050
CSRactivitiesbeneficialtogain
competitiveadvantage -.063 .502 .076 -.148
peopleabletodistinguishbetw
eenbrandwithstrongCSRorno
t
-.103 .185 .120 -.248
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage .004 -.122 .227 -.136
Inter-Item Correlation Matrix
peopleinfluencedc
ompanycontributet
owardssociety
companiescontribu
teprojectspromote
wellbeing
CSRactivitiesraise
profilebrandimagec
onsumerminds
CSRactivitiesbenef
icialtogaincompetiti
veadvantage
PositiveimpactofCSRonbrandim
age -.142 .039 .035 -.063
typeofCSRctivitiesareinitiatedby
Tesco -.109 .059 .000 .502
positiveimageinsocietywithCSRa
ctivities .043 .172 -.160 .076
currenttrendsinCSR -.147 -.097 -.050 -.148

peopleinfluencedcompanycontrib
utetowardssociety 1.000 -.115 -.160 -.033
companiescontributeprojectspro
motewellbeing -.115 1.000 .154 -.020
CSRactivitiesraiseprofilebrandim
ageconsumerminds -.160 .154 1.000 .270
CSRactivitiesbeneficialtogainco
mpetitiveadvantage -.033 -.020 .270 1.000
peopleabletodistinguishbetween
brandwithstrongCSRornot -.241 .216 .194 .082
CSRactivtiesbeneficlaindevelopi
ngstrongbrnadimage .286 -.054 -.083 -.241
Inter-Item Correlation Matrix
peopleabletodistinguishbetwe
enbrandwithstrongCSRornot
CSRactivtiesbeneficlaindevelo
pingstrongbrnadimage
PositiveimpactofCSRonbrandimage -.103 .004
typeofCSRctivitiesareinitiatedbyTesco .185 -.122
positiveimageinsocietywithCSRactivities .120 .227
currenttrendsinCSR -.248 -.136
peopleinfluencedcompanycontributetowardssociety -.241 .286
companiescontributeprojectspromotewellbeing .216 -.054
CSRactivitiesraiseprofilebrandimageconsumermind
s .194 -.083
CSRactivitiesbeneficialtogaincompetitiveadvantage .082 -.241
peopleabletodistinguishbetweenbrandwithstrongCS
Rornot 1.000 .090
CSRactivtiesbeneficlaindevelopingstrongbrnadimag
e .090 1.000

Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Squared Multiple
Correlation
PositiveimpactofCSRonbrand
image 16.7000 5.528 -.176 .118
typeofCSRctivitiesareinitiated
byTesco 16.4333 4.737 .040 .378
positiveimageinsocietywithC
SRactivities 16.6333 4.792 .016 .217
currenttrendsinCSR 15.9000 6.093 -.333 .152
peopleinfluencedcompanyco
ntributetowardssociety 16.6333 5.689 -.219 .243
companiescontributeprojects
promotewellbeing 16.6000 4.593 .108 .135
CSRactivitiesraiseprofilebran
dimageconsumerminds 16.7333 4.754 .055 .235
CSRactivitiesbeneficialtogain
competitiveadvantage 16.7000 4.424 .138 .432
peopleabletodistinguishbetw
eenbrandwithstrongCSRorno
t
16.7667 4.806 .059 .241
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 16.8000 5.062 -.026 .239
Item-Total Statistics
Cronbach's Alpha if Item Deleted
PositiveimpactofCSRonbrandimage -.075
typeofCSRctivitiesareinitiatedbyTesco -.275
positiveimageinsocietywithCSRactivities -.252

currenttrendsinCSR .148
peopleinfluencedcompanycontributetowardssociety -.035
companiescontributeprojectspromotewellbeing -.334
CSRactivitiesraiseprofilebrandimageconsumerminds -.283
CSRactivitiesbeneficialtogaincompetitiveadvantage -.375
peopleabletodistinguishbetweenbrandwithstrongCSRornot -.281
CSRactivtiesbeneficlaindevelopingstrongbrnadimage -.208
a. The value is negative due to a negative average covariance among items. This violates reliability model
assumptions. You may want to check item codings.
Scale Statistics
Mean Variance Std. Deviation N of Items
18.4333 5.495 2.34423 10
Interpretation- It is stated from above that Cronbach alpha value is -.206 which means there is
high inconsistency. Thus, responses are not acceptable. Beside this, the responses included in it
vary from on another. They are not in consistent order and contains gap in it.
Correlation
Descriptive Statistics
Mean Std. Deviation N
companiescontributeprojects
promotewellbeing 1.8333 .74664 30
CSRactivitiesbeneficialtogain
competitiveadvantage 1.7333 .78492 30

Correlations
companiescontri
buteprojectspro
motewellbeing
CSRactivitiesben
eficialtogaincomp
etitiveadvantage
companiescontributeprojects
promotewellbeing
Pearson Correlation 1 -.020
Sig. (2-tailed) .918
N 30 30
CSRactivitiesbeneficialtogain
competitiveadvantage
Pearson Correlation -.020 1
Sig. (2-tailed) .918
N 30 30
Interpretation – It can be analyzed that the significance value obtained is P= .918 which is more
than P = 0.05. This means that both variables are strongly related to each other. However, by
contributing towards social projects, companies are able to gain competitive advantage. It states
that more contribution towards projects enables in gaining advantage. Also, when there is less
contribution it highly impact on brand image. Therefore, CSR activities are tool through which
competitive advantage is gained. Hence, CSR practices has played vital role for business to
involve in social work. Now, they are focusing more on society to improve their reputation.
Regression
Descriptive Statistics
Mean Std. Deviation N

CSRactivitiesraiseprofilebran
dimageconsumerminds 1.7000 .74971 30
peopleinfluencedcompanyco
ntributetowardssociety 1.8000 .80516 30
Correlations
CSRactivitiesrais
eprofilebrandima
geconsumermin
ds
peopleinfluenced
companycontribut
etowardssociety
Pearson Correlation
CSRactivitiesraiseprofilebran
dimageconsumerminds 1.000 -.160
peopleinfluencedcompanyco
ntributetowardssociety -.160 1.000
Sig. (1-tailed)
CSRactivitiesraiseprofilebran
dimageconsumerminds . .199
peopleinfluencedcompanyco
ntributetowardssociety .199 .
N
CSRactivitiesraiseprofilebran
dimageconsumerminds 30 30
peopleinfluencedcompanyco
ntributetowardssociety 30 30
Variables Entered/Removeda

Model Variables
Entered
Variables
Removed
Method
1
peopleinfluenced
companycontribu
tetowardssociety
b
. Enter
a. Dependent Variable:
CSRactivitiesraiseprofilebrandimageconsumerminds
b. All requested variables entered.
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .160a .026 -.009 .75316 .026 .735 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 28a .398 1.896
a. Predictors: (Constant), peopleinfluencedcompanycontributetowardssociety
b. Dependent Variable: CSRactivitiesraiseprofilebrandimageconsumerminds

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .417 1 .417 .735 .398b
Residual 15.883 28 .567
Total 16.300 29
a. Dependent Variable: CSRactivitiesraiseprofilebrandimageconsumerminds
b. Predictors: (Constant), peopleinfluencedcompanycontributetowardssociety
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.968 .342 5.762 .000
peopleinfluencedcompanyco
ntributetowardssociety -.149 .174 -.160 -.857 .398
a. Dependent Variable: CSRactivitiesraiseprofilebrandimageconsumerminds
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.5213 1.8191 1.7000 .11992 30
Residual -.81915 1.32979 .00000 .74006 30

Std. Predicted Value -1.490 .994 .000 1.000 30
Std. Residual -1.088 1.766 .000 .983 30
a. Dependent Variable: CSRactivitiesraiseprofilebrandimageconsumerminds
Interpretation – The above table evaluate relationship between brand image and consumer influence on CSR
practices. Thus, the significant value obtained is P = .398 which is less than P= 0.05. Therefore, there is no
significant relationship between brand image and customer influence. It means that when perception of
people changes, it is not related to brand image. This can be in terms of product, service quality, etc.
Moreover, brand image depends on other elements as well such as marketing, product quality, etc. So, even
if perception of people changes there is no impact on brand image.
Descriptive Statistics
Mean Std. Deviation N
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 1.6333 .71840 30
typeofCSRctivitiesareinitiated
byTesco 2.0000 .78784 30
Correlations
CSRactivtiesben
eficlaindevelopin
gstrongbrnadima
ge
typeofCSRctivitie
sareinitiatedbyTe
sco
Pearson Correlation
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 1.000 -.122
typeofCSRctivitiesareinitiated
byTesco -.122 1.000
Sig. (1-tailed) CSRactivtiesbeneficlaindevel
opingstrongbrnadimage
. .261

typeofCSRctivitiesareinitiated
byTesco .261 .
N
CSRactivtiesbeneficlaindevel
opingstrongbrnadimage 30 30
typeofCSRctivitiesareinitiated
byTesco 30 30
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
typeofCSRctivitie
sareinitiatedbyTe
scob
. Enter
a. Dependent Variable:
CSRactivtiesbeneficlaindevelopingstrongbrnadimage
b. All requested variables entered.
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .122a .015 -.020 .72566 .015 .422 1
Model Summaryb
Model Change Statistics Durbin-Watson

df2 Sig. F Change
1 28a .521 1.990
a. Predictors: (Constant), typeofCSRctivitiesareinitiatedbyTesco
b. Dependent Variable: CSRactivtiesbeneficlaindevelopingstrongbrnadimage
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .222 1 .222 .422 .521b
Residual 14.744 28 .527
Total 14.967 29
a. Dependent Variable: CSRactivtiesbeneficlaindevelopingstrongbrnadimage
b. Predictors: (Constant), typeofCSRctivitiesareinitiatedbyTesco
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.856 .367 5.058 .000
typeofCSRctivitiesareinitiate
dbyTesco -.111 .171 -.122 -.650 .521

a. Dependent Variable: CSRactivtiesbeneficlaindevelopingstrongbrnadimage
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.5222 1.7444 1.6333 .08754 30
Residual -.74444 1.47778 .00000 .71304 30
Std. Predicted Value -1.269 1.269 .000 1.000 30
Std. Residual -1.026 2.036 .000 .983 30
a. Dependent Variable: CSRactivtiesbeneficlaindevelopingstrongbrnadimage
Interpretation – It is interpreted from above that P value is .521 which is more than significant
value P= 0.05. Thus, there is significant relationship between types of CSR activities and brand
image. This means brand image depends on what type of CSR practices are been followed.
When a company follows different types of practices it enables in developing a strong brand
image in the market. However, business implement various CSR activities according to need of
society. It can vary as per business operations and market situation. So, with help of CSR
companies can easily develop reputed and positive brand image.

Chapter 5 CONCLUSION AND RECOMMENDATIONS
It can be concluded that by incorporating the ethical management concepts through CSR into
business organisations can create tangible improvements and modifications socially,
environmentally and economically. Though underlying perspective and aim of CSR is to benefit
the society but it also has positive impact upon brand management and value. An effectively
strategic framework for CSR increases the brand value of organisation and its ability to create
positive brand image in competitive market. Thus, a significant amount of financial gain is
received by engaging in socially responsible behaviour.
The major impact of CSR which results in the financial gains is driven by psychological
aspects. Though product quality, marketing, price and other aspects of products and services are
also important in purchasing decisions of customers but CSR can also affect the psychology and
perspective of target audience. It has been analysed from the above discussion that social
approval and self respects is associated with the positive feelings. Thus, the organisations which
makes their customers feel better evoke more positive feelings. The retail sectors such as Tesco
sells essential as well as non-essential goods. Thus, while purchasing non-essential goods CSR
activities of company helps customers to have easy time in validating their purchasing decisions.
Through the various CSR activities such as charity, donation and support to victims of
natural tragedies organisation creates a sense of community allowing it to build strong
connection with public. These relations fuel the strong brand image of organisation. It has been
also evaluated from the above discussion that customers tend to trust and favour brands which
are active in social activities. The people assume that such brands are more trustworthy and
responsible and thus their products and services are more effective in terms of quality. With CSR
it becomes easy for the organisation to develop its brand as responsible and concerned about the
product quality and services. It has been analysed that CSR has significant impact on some
aspects of brand image but not on every aspect.
It cannot be justify that overall brand value and image of the retail organisations depends
only on CSR instead if it controlled by various factors and CSR is one of them. The community
oriented strategies of CSR such as charity events, donations and helping hands to humanity

contributes in building brand image for community welfare. However, the CSR strategies which
are employee oriented tend to more focused on improving operational efficiency. The
environmental policies related to social responsibility can also have significant impact upon
brand image of the organisation.
Thus, for development of strong brand image organisational must emphasis on customer
and environment oriented CSR strategies. With strong brand image service providers are capable
to encourage positive attitude for brand which increases customer satisfaction fostering to loyal
relationship between service providers and consumers. When individual customers identify or
evaluate any specific brand then they experience positive outcome in terms of psychological
acceptance which engage favourable actions of customers towards the brand. It has been
evaluated that on many occasions the CSR activities of the organisation improves the brand
identification and customer relation which is vital for increasing sales.
Hence for boosting brand value organisations must make CSR as an integral part of their
marketing and growth strategy. It is recommended that companies must also emphasis on
strengthening customer's perception of social responsibility so that it can motivate people to buy
products of organisation. CSR also acts as one of the influential marketing tools which directly
affects the behaviour of customers. Various dimensions of CSR influence the brand loyalty in
business. When organisations successfully fulfil ethical and legal responsibilities related to brand
then it creates a positive symbolic and functional image of the organisation. It is helpful in
improving brand loyalty of customers and investors towards brand. Thus, it is also suggested to
organisations that they must incorporate alternative strategies so that the symbolic brand value of
organisation can be increased.
CSR act as one of such suitable and best alternatives. It has been also observed that when
companies are strongly associated with the social responsibility towards brand image then it
develops and promote specific behavioural attitudes in their customers. Such kind of positive
attitude is helpful in making customers loyal towards brand and make them purchase product at
premium pricing. The success of organisation cannot be traced if communities or people does not
associate with it for the long term. Thus, social responsibility activities motivate customers t
actively participate in the deals of organisation. The salience of identity changes the perspective

of customers with which they associate themselves with organisation and the way it affect CSR
policies.
The social identity and reputation of the organisation has strong impact on the attitude of
customers and the way through which they identify themselves. The improved brand image
reflects the behavioural perspective and decision making of customers. Thus, it is also
recommended that for long term success and to sustain the position in the competitive market
service providers must also emphasis on customer loyalty and the way in which communities
perceive the brand value. A positive brand image act as driving force for increasing productivity
and performance.
Thus, if organisation fails to maintain and create a positive brand value in the market then
they may not retain their success in this highly competitive market. However, it is recommended
that policies and framework for social responsibilities must be developed after appropriate
market research. It has been analysed that organisation who fails to incorporate CSR activities in
their strategy also witness operational inefficiencies in terms of improper resource management.
In addition to the brand management social responsibilities also enable companies to utilise their
resources in an optimum manner and to achieve cost efficiency. This will enhance the ability of
the retail organisations to improve their functional approaches. Thus, company will be able to put
more emphasis on managing brand value and its organisational resources. It can be concluded
that without CSR policies it can be challenging for the organisation to create strong brand among
its potential customers for long term.

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Appendix
Questionnaire
Name
Age
Q-1 Do you think that there is positive impact of CSR practices on brand image?
Yes
No
Not sure
Q-2 What type of CSR activities are initiated by Tesco?
Promoting education
Improving child health
Sustainable environment
Q-3 Has there been a positive image in society with CSR activities?
Yes
No
Not sure
Q-4 What are current trends in CSR that has transformed business operations?
SDG goals

Artificial intelligence
Supply chain audit
Ethical packaging
Q-5 Do you think people gets influenced when company contribute towards society?
Yes
No
Not sure
Q-6 Does companies contribute in projects that promote well being of society?
Yes
No
Not sure
Q-7 Do you think that CSR activities raise profile of brand image in consumer minds?
Ye
No
Not sure
Q-8 Do you think that in future CSR activities are beneficial to gain competitive advantage?
Yes
No

Not sure
Q-9 Are people easily able to distinguish between brand with strong CSR or not?
Yes
No
Not sure
Q-10 Is CSR activities beneficial in developing strong brand image?
Yes
No
Not sure