CSR affects the Brand Image and Brand Value of Sime Darby Berhad

This research proposal examines the impact of corporate social responsibility (CSR) activities on the brand image and value of Sime Darby Berhad, a Malaysia-based multinational company. The study aims to explore the CSR activities conducted by the company and their effect on consumer behavior. The research methodology includes surveys and analysis of primary and secondary data.

Running Head: CSR affects the Brand Image and Brand Value of Sime Darbey Berhad
Business Research Proposal Methodology
Corporate Social Responsibility (CSR) affect the Brand Image and Brand Value of
Multinational Company (MNC) in Malaysia
Company: “Sime Darby Berhad”
Research in Business
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CSR affects the Brand Image and Brand Value of Sime Darby Berhad
Table of Contents
1. Introduction......................................................................................................................3
2. Problem statement...........................................................................................................3
3. Research Question............................................................................................................3
4. Research Objective...........................................................................................................3
5. Research Hypothesis........................................................................................................3
6. Literature Review.............................................................................................................4
7. Research Methodology.....................................................................................................5
8. References.........................................................................................................................6
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CSR affects the Brand Image and Brand Value of Sime Darby Berhad
1. Introduction
There are several factors which affect the brand image of an organisation; corporate
social responsibility is one of them. CSR has been one of the key aspects to be discussed
since a decade that helps company to build strong brand image and value. The report aims to
discuss about a Malaysia based company Sime Darby Berhad and its impact of CSR activities
on the brand value of a company (simedarby.com, 2019).
2. Problem statement
As we know that customers are being sensitive towards societal and environmental
issues, there are a few empirical evidences which say that companies are getting more and
more engaged with CSR and environmental innovation which has a positive impact on their
brand image (Yoon, Feng, & He, 2016). In an incident, where the company named
as Skandia was involved with some unethical and illegal activities, the customers tend to
criticize the company. Since then the concept of CSR gained a lot of importance. Hence, the
reports talks about the effects and implications of CSR activities (social and environmental)
on the overall brand image of an organization.
3. Research Question
What are the CSR activities conducted by Sime Darby Berhad and its impact on brand value
of a company in relation with consumer behaviour?
4. Research Objective
 To study the several CSR activities conducted by the company Sime Darby Berhad
 To study the impact of CSR activities and its effect of consumer behaviour
 To determine the dimension of CSR having its highest effect on brand image of a
company Sime Darby Berhad
 To recommend the CSR activities to be done to enhance the brand value
5. Research Hypothesis
Hypothesis is prepared based on research question and objectives.
H0: The CSR activities of a company have a substantial impact on brand value of a
company (Sime Darby) along with consumer purchasing behaviour.
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CSR affects the Brand Image and Brand Value of Sime Darby Berhad
H1: The CSR activities of a company do not have a substantial impact on brand value
of a company (Sime Darby) along with consumer purchasing behaviour.
6. Literature Review
CSR activities can be defined as “the obligations of a company: to pursue such
policies, to make such decisions, or to follow such actions which are desirable in terms of the
company goals and values of our society.” CSR activities can be termed under social
innovation and environmental innovation. Social innovation would include help to reduce
poverty, provide shelter, donations, etc where as environmental innovation would include
reduction of emissions, plant trees, etc. Sime Darby Berhad is involved in both (Yang &
Kelly Basile, 2018). Sime Darby is sponsoring the several educational activities for the
underprivileged students along with assisting them to select the right career in future. The
company even supports various other CSR activities which are related to health and safety,
art and culture, youth and sports etc.
Brand image is basically an impression of a company in customer’s perception or a
mindset. The company has three objectives which consist of: getting customers, keeping
customers and growing customers into a customer relationship, for maintaining positive
brand image of a company (Wu & Wang, 2014). It has been studied that consumers are
sceptical to purchase the products from businesses which are engaged in non social, anti-
environmental and unethical activities. Several researchers from UK and Bulgaria have
agreed with the thought that the Corporate Social Responsibility activities enable an
organisation to enhance the image and reputation of the firm. It is observed that the firms
which is focused on Philanthropic responsibility has acknowledged more favourable brand
image and consumers perception (Arslan & Zaman, 2014).
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CSRSustainableEthicalPhilanthropicBrandimageAttitudeAttributeBenefit

CSR affects the Brand Image and Brand Value of Sime Darby Berhad
From the theoretical framework of CSR introduced by carol, three attributes have been
selected which are relevant to this study. Same is with brand image, three aspects of brand
image have been chosen from Keller brand image framework. The report would lay more
emphasis on sustainable activities of the company. The ethical and philanthropic activities are
a part of the CSR activities which can be directly or indirectly related with Simy Darby. As a
part of brand image, the report would emphasis on assessing the attitude of a consumer
towards company in relation with CSR (Gudjonsdottir & Jusubova, 2015).
7. Research Methodology
The research will conduct the survey of a consumers asking whether the company’s
social activities affect their perception while purchasing the product, how do you rate Sime
Darby for the same. The questionnaire will be prepared based on CSR activities and its
impact on brand value of the company. The primary data will be collected through survey and
secondary data will be collected through past researches and journal studies.
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CSR affects the Brand Image and Brand Value of Sime Darby Berhad
8. References
Arslan, M., & Zaman, R. (2014). Impact of Corporate Social Responsibility on Brand Image:
A Study on Telecom Brands. Developing Country Studies , 2225-0565.
Gudjonsdottir, E., & Jusubova, A. (2015). CSR’s effect on brand image. Kristianstad
University.
simedarby.com. (2019). Spporting growth . Retrieved April 14, 2019, from
http://www.simedarby.com:
http://www.simedarby.com/operating-responsibly/community
Wu, S.-I., & Wang, W.-H. (2014). Impact of CSR Perception on Brand Image, Brand
Attitude and Buying Willingness: A Study of a Global Café . International Journal of
Marketing Studies; , 43-57.
Yang, J., & Kelly Basile. (2018). The impact of corporate social responsibility on brand
equity. Marketing Intelligence & Planning , 37 (1), 2-17.
Yoon, Y., Feng, Y., & He, Y. (2016). The Impact of Corporate Social Responsibility on
Brand Value: An Empirical. International Journal of Business and Social Science , 7
(10), 61-72.
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