Impact of Corporate Social Responsibility on Brand Image of Rio Tinto, Australia

Running head: RESEARCH REPORT
Research report
Impact of Corporate Social Responsibility on Brand Image of the organisation
Study based on Rio Tinto, Australia
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................3
1.1: Background.....................................................................................................................3
1.2: Background of the company...........................................................................................3
1.3: Problem statement...........................................................................................................3
1.4: Research aim...................................................................................................................4
1.5: Research objectives.........................................................................................................4
1.6: Research questions..........................................................................................................4
Literature review........................................................................................................................6
Corporate Social Responsibility.............................................................................................6
Theoretical understanding......................................................................................................6
Triple Bottom Line Theory................................................................................................6
CSR pyramid model...........................................................................................................6
Branding concept and theories...............................................................................................7
Importance of CSR in organization........................................................................................7
Impact of CSR on branding....................................................................................................7
Research methodology...............................................................................................................9
Findings and Analysis..............................................................................................................10
Demographic factors............................................................................................................10
Variables..............................................................................................................................11
Conclusion................................................................................................................................18
Linking with objectives........................................................................................................18

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Reference List..........................................................................................................................20
Appendix..................................................................................................................................23

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Introduction
CSR is an important factor that helps in establishing the image and the reputation of
the company in the market. It is a form of continuous commitment that is done by the
organization so that the local community can benefit from it as well as the surrounding
environment. The aim of this research will be to analyse the relation between the brand of the
organization and its CSR policies.
1.1: Background
Corporate Social Responsibility has helped in increasing the level of transparency
among the citizens so that the company can function in a proper manner. The purchasing
behaviour of the consumers also help in analysing the responsibilities that are taken up by the
organization in the surrounding environment (Bhattacharya et al. 2017). The brands have to
set the price of the products in a proper manner so that it can attract the customers. The use of
CSR by the companies allows them in increasing the media coverage so that the consumers
can be aware of the products that are developed by them (Schwartz 2017).
1.2: Background of the company
Rio Tinto is an organization that focuses mainly on mining and processing the mineral
resources that are found on the Earth. The company as established in 1873 and has its
headquarters located in Melbourne and London. It is the leader in extracting bauxite, iron ore,
coal and copper. The company earned a revenue of $40.3 billion and has a equity capital
amounting to $44.711 billion for the year 2017. The company employs more than 50,000
employees and is listed in the Australian and London stock exchanges (Riotinto.com 2018).
1.3: Problem statement
The company has been issuing its CSR report in a transparent manner in the recent
period so that the customers can get to know about the responsibilities that are being taken up

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by the company (Bainton 2017). The survey conducted by Nielsen showed that almost half of
the customers are attracted towards the companies that cares about the social and
environmental well-being. The company deals in the metal industry and is engaged in the
extraction of non-renewable resources. It has been criticized for its activities in the recent
times due to the effects of global warming and degrading the environment (Smh.com.au
2018). The CSR rating of the organization can be seen as 54 on an average. The stopping of
the mining activities in certain locations have caused a stir in the locations sue to the damage
that has been done by the company. The company also did not clean up the activities after
they stopped their activities in Papua New Guinea (Lasslett 2014).
This research will help in finding the issues that are present in CSR in Rio Tinto,
which has caused a problem in their brand value.
1.4: Research aim
The aim of the research is to show the impact of corporate social responsibility on the
branding of the organisations; this research will narrowly focus on Rio Tinto.
1.5: Research objectives
The objectives are:
 To find out the importance of corporate social responsibility of an organisation
 To explain the strategies of the branding of organisations
 To explore the relationship between corporate social responsibilities and branding
 To recommend some possible solutions regarding issues of corporate social
responsibilities and branding
1.6: Research questions
The research questions are:

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 What is the importance of corporate social responsibility of an organisation?
 What are the strategies of the branding of organisations?
 What is the relationship between corporate social responsibilities and branding?
 What are the possible solutions regarding issues of corporate social responsibilities
and branding?