Impact of CSR on Brand Image: A Study on Tesco

This research project aims to investigate the impact of CSR activities on the brand image of Tesco, a leading multinational retailer in the UK. The study will assess the trend of CSR initiatives in the retail sector, identify CSR activities performed by Tesco, and ascertain the relationship between CSR and brand image. Recommendations for enhancing brand image through CSR initiatives will also be provided.

Research Project

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Overview................................................................................................................................3
1.2 Research aim and objectives..................................................................................................3
1.3 Research questions.................................................................................................................3
1.4 Rationale of the study............................................................................................................4
1.5 Significance of the study.......................................................................................................4
1.6 Structure.................................................................................................................................4
REFERENCES................................................................................................................................6

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 Overview
In the recent times, companies operating in retail sector of UK are placing high level of
emphasis on undertaking CSR activities. In other others, now retail sector firms take several
initiatives for making contribution in the welfare of employees, customers and other
stakeholders. With the motive to present distinct image in the mind of society and other
stakeholders company organizes several campaigns. Further, all the retail units are emphasizing
on performing activities and operations in an eco-friendly manner. This in turn helps company in
building strong image in the mind of concerned stakeholders (Ramesh and et.al., 2019). This
research project is based on Tesco which is one of the leading multinational retailer of UK. It
provides customers with wide range of retail products and services at discounted prices. In this,
report will provide deeper insight about the concepts and philosophies of CSR as well as brand
image such research project will clearly exhibit the extent to which CSR initiatives have
influence on the brand image of Tesco.
1.2 Research aim and objectives
Aim: The aim of present study is to investigate the impact of CSR activities or initiatives
on the brand image of Tesco.
Referring such aim following objectives have been drafted such as:
 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.
1.3 Research questions
By taking into account research aim and objectives following questions have been framed
which in turn assists in conducting study in an appropriate manner.
Q.1 What kind of CSR is done by Tesco in the recent times?

Q.2 Does CSR impact brand image of Tesco?
1.4 Rationale of the study
The reason behind choosing present study is to present the level to which CSR
contributes in the brand image of firm. It is the issue now because now several companies taking
initiates for the well-being of society, customers etc (Lee and Lee, 2018). In the present times,
customers prefer to purchase products or services from the retailer who perform activities in an
eco-friendly manner. Further, employees also prefer to work with the organization who take care
of their growth and development. Along with this, in the competitive business arena it is highly
required for the firm to develop different image among stakeholders (Carlini and et.al., 2019).
Hence, through thematic analysis this research could shed light on the extent to which brand
image is getting influenced from CSR initiaves undertaken by them.
1.5 Significance of the study
The present study and its outcome are highly significant which in turn provides assistance
to Tesco in developing competent strategic and policy framework pertaining to CSR. Further,
such study will also help other scholars who want to conduct study on such topic. Referring such
study, other scholars can develop understanding about the concepts of CSR and brand image.
Hence, by taking into account this, academic scholar can develop hypothesis and prepare
framework for further study.
1.6 Structure
Chapter 1: Introduction
First chapter of research project presents brief information about CSR, brand image and
Tesco. It also contains information about aim and objectives, significance and reasons due to
which present study is undertaken.
Chapter 2: Literature Review
In this, brief research thesis will be prepared by evaluating books, journals and scholarly
articles related to CSR as well as brand image. This chapter of dissertation is highly significant
which in turn helps in analyzing primary data more effectually.
Chapter 3: Research Methodology

This chapter will present approach, philosophy, type, data collection and analysis method
that highly suits to the research topic. It also presents ethical and validity aspects which will be
considered during the whole study.
Chapter 4: Data analysis & findings
At this level, primary data gathered will be analyzed through using thematic perception
test technique. In accordance with this, several themes and graphs will be prepared referring
responses gathered through questionnaire. Hence, with the help of thesis prepared in LR gathered
responses will be analyzed more effectually.
Chapter 5: Conclusion & recommendations
In the last chapter of research project, findings will be concluded on the basis of
responses collected. Further, recommendations will also be given to Tesco in relation to CSR
activities which can be undertake for improving the level of brand image.

REFERENCES
Books and Journals
Carlini, J. and et.al., 2019. The corporate social responsibility (CSR) employer brand process:
integrative review and comprehensive model. Journal of Marketing Management. pp.1-24.
Lee, J. and Lee, Y., 2018. Effects of multi-brand company’s CSR activities on purchase intention
through a mediating role of corporate image and brand image. Journal of Fashion Marketing
and Management: An International Journal. 22(3). pp.387-403.
Ramesh, K. and et.al., 2019. Consumer's response to CSR activities: Mediating role of brand
image and brand attitude. Corporate Social Responsibility and Environmental
Management. 26(2). pp.377-387.