Impact of Corporate Social Responsibility on Brand Equity in Retail Sector of UK

Impact of Corporate Social Responsibility on Brand Equity in Retail
Sector of UK
 G Number: - 20767752
 Module Name: - Designing a Research Project
 Tutor Name: - Nadia Zahoor
 Assessment Title: - Impact of Corporate Social Responsibility on
Brand Equity in Retail Sector of UK
 Date Of Completion: -20/04/2018
 Number of pages: -17
 Number of Words: -2633

Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Background of the Research..................................................................................................2
1.2 Aims of the Research.............................................................................................................2
1.3 Objectives of the Research....................................................................................................2
1.4 Research Questions................................................................................................................3
2.0 Literature Review......................................................................................................................3
2.1 Concept of Corporate Social Responsibility..........................................................................3
2.2 Usefulness of Corporate Social Responsibility.....................................................................4
2.3 Models of CSR......................................................................................................................5
2.3.1 Traditional Conflict Model.............................................................................................5
2.3.2 Added Value Model........................................................................................................5
2.3.3 Multiple Goals Model.....................................................................................................5
2.4 Impact of Corporate Social Responsibility on Brand Equity................................................5
3.0 Methodology..............................................................................................................................6
3.1 Research Philosophy..............................................................................................................6
3.2 Research Logic......................................................................................................................7
3.3 Research Methods..................................................................................................................8
3.4 Data Collection......................................................................................................................8
3.5 Data Analysis.........................................................................................................................9

3.6 Challenges and Limitations.................................................................................................10
3.7 Ethical Issues.......................................................................................................................10
4.0 Research Timetable.................................................................................................................12
References......................................................................................................................................13

1.0 Introduction
1.1 Background of the Research
In the modernized market environment Corporate Social Responsibility enhances the
public demand for the disclosure of information so as to establish the transparency of the firms
and thereby meet the expectation of the stakeholders (Huang et al., 2014). Coupled with the
omnidirectional spread across overall business Corporate Social Responsibility had always been
a major topic of research to the modern researchers since the last few decades. Brand equity on
the other hand can be regarded as the commercial value that is derived from the perception of a
consumer about a particular brand of a product or service rather than the product itself (Kang et
al., 2017). According to Guzmán and Davis (2017), brand equity can be characterized as the
value premium that a firm derives from a specific product with a recognizable name while
compared to generic equivalent. This specific research work will make an attempt to derive the
relationship between corporate social responsibility and brand equity. That is whether corporate
social responsibility can enhance the brand equity of an organization or not. There are evidences
that CSR plays a crucial role in enhancing the brand value of a firm (Pai et al., 2015). Hence it
could be stated that increased brand value will also increase brand awareness and the people will
be able to derive more value from the brand perception.
1.2 Aims of the Research
The broader aim of the research is to determine the impact of corporate social
responsibility on brand equity of the retail sector of UK.
1.3 Objectives of the Research
The objectives of the research can be summarized as follows,