Impact of CSR on Brand Image: A Study on Tesco

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?