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

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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