Corporate Social Responsibility and Airlines

The assignment delves into the critical topic of Corporate Social Responsibility (CSR) within the airline industry. Utilizing entropy weight and grey relation analysis, it evaluates various factors contributing to sustainable practices in airlines. The aim is to assess the importance of different CSR aspects and understand their influence on overall airline performance and public perception.

Dissertation

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................5
1.1 Background of the study...................................................................................................5
1.2 Purpose of study...............................................................................................................5
1.3 Statement of problem.......................................................................................................6
1.4 Background of industry....................................................................................................6
1.5 Background of the company.............................................................................................7
1.6 Research Aims and Objectives.........................................................................................7
1.7 Research Question............................................................................................................8
Hypothesis..............................................................................................................................8
1.8 Chapter Preview...............................................................................................................8
LITERATURE REVIEW................................................................................................................9
2.1 CSR...................................................................................................................................9
2.2 Brand image....................................................................................................................10
Impact of CSR on brand image of company........................................................................11
Carroll's CSR Pyramid.....................................................................................................12
Traditional Conflict Model:.............................................................................................15
Added Value Model: .......................................................................................................16
Multiple Goals Model:.....................................................................................................17
Stakeholder theory ..........................................................................................................17
Keller's brand equity model.............................................................................................19
Aakers brand equity model .............................................................................................22
Brandz Model:.................................................................................................................24
TRIPLE BOTTOM LINE................................................................................................25
RESEARCH METHODOLOGY...................................................................................................28
3.1 Research Philosophy......................................................................................................28
3.2 Research Approach.........................................................................................................28
3.3 Research Design.............................................................................................................29
3.4 Research Method............................................................................................................29
3.5 Research Strategy...........................................................................................................30

3.6 Data collection Method..................................................................................................30
3.7 Sampling technique and size..........................................................................................31
3.8 Data Analysis..................................................................................................................31
3.9 Time Horizon..................................................................................................................31
DATA ANALYSIS........................................................................................................................32
4.1 Questionnaire..................................................................................................................32
RESULTS.............................................................................................................................33
Data Interpretation................................................................................................................50
4.2 Research Instruments......................................................................................................59
CONCLUSION..............................................................................................................................60
5.1 Reliability And Validity.................................................................................................60
5.2 Ethical considerations.....................................................................................................60
5.3 Limitations of the research.............................................................................................60
5.4 Scope for further research..............................................................................................61
5.5 Timeline..........................................................................................................................61
REFERENCES..............................................................................................................................62
Carroll's CSR Pyramid.....................................................................................................62
Traditional Conflict Model..............................................................................................63
Added Value Model.........................................................................................................64
Multiple Goals Model......................................................................................................65
Stakeholder theory ..........................................................................................................65
Keller's brand equity model.............................................................................................66
Aakers brand equity model .............................................................................................67
Brandz Model..................................................................................................................68
TRIPLE BOTTOM LINE................................................................................................69

Research Title: ”Critical Investigation on How CSR can enhance Brand Image in Banking
sector”.
CHAPTER 1: INTRODUCTION
1.1 Background of the study
Corporate Social Responsibility is seen as the broad concept which clearly reflects
integration of environmental as well as social concern in business activities. In other words, it
can be said that corporate social responsibility is the efforts of a company which is placed to
contribute their proportion for societal development in positive manner. In modern businesses
world, business organisations are using CSR activities for enhancing their brand image among
customers (Crowther and Seifi, 2018). It also improve sustainability of company at marketplace.
In addition to this, it has also been analysed that CSR activities are directly contributing in
placing positive impact over society. Furthermore, it can be said that indulging into CSR
activities also helps company in enhancing their brand image among customers, other business
holders, government of operating country and other related places which will definitely provide
various benefit to them. This present dissertation will deeply evaluate that how CSR activities
will help NRB bank in improving its brand image in Banking sector.
1.2 Purpose of study
The main purpose of this research is to enhance knowledge of NRB bank on CSR
activities so that they can use it for improving or enhancing its brand image at marketplace.
Another, purpose of the NRB bank is to gain competitive advantage at market place by using
CSR activity (Hopkins 2016). In context to researcher, it can be said that this research will also
improve knowledge of researcher about the chosen company and its operations which will
eventually help them in working effectively with the similar company in future. In addition to
this, another purpose of researcher is to enhance their professional as well as personal skills that
will contribute in conducting more better research in future. The research will also open up
numerous of options for NRB bank by which they can grab opportunity which are available at
market place. By adopting these opportunities, NRB bank can maximise sustainability of
company and also raise its profitability ratio.

1.3 Statement of problem
NRB bank is serving its banking services in Bangladesh. It has been realised by the bank
that competition in Bangladesh within banking sector is very dense. Thus, it is core requirement
of NRB bank to focus on building up its brand image in front of customers as well as
government so that they can sustain longer at market place. On the basis of this, it has been
identified by its management team that CSR activities are one among the best way which helps
every company in enhancing its brand image among the customers and other related person.
Therefore, with the help of this research, NRB bank will enhance its knowledge on CSR
activities. This also provide guidance to the NRB bank that how they can use CSR activities for
improving their brand image at market place. Along with this, it will also suggest company about
best feasible CSR activities that can be easily used by NRB bank (Tingchi, 2014).
1.4 Background of industry
In Bangladesh, the first bank naming Dacca Bank was established in 1846. It was not
very successful in making profits so it was purchased by Bay of Bengal in 1862. After the
independence of Bangladesh, banking sector started its journey with six nationalised
commercialised banks, nine foreign banks and three state owned specialised banks. Banking
sector attained a significant expansion by the entrance of privatise banks. There are two types of
banks in Bangladesh i.e. scheduled and non scheduled banks. Scheduled banks are those banks
which were maintained by the Bangladesh bank order (Khojastehpour and Johns, 2014). On the
other hand, Non scheduled banks are those banks which are established for a specific or definite
objective. These banks cannot perform all functions of a schedule bank. In Bangladesh, there are
around 59 schedule banks which operates under guidance of Bangladesh bank. Scheduled banks
are divided into different banks such as specialised banks, state owned commercial banks,
private commercial banks, conventional private commercial banks, Islami Shariah based PCB
and Foreign commercial banks. In addition to this, Non bank financial institution are those which
are governed under Financial Institutional act, 1993. These are controlled by Bangladesh Bank.
These are not able to issue pay orders, cheques or demand drafts. They conduct various business
operations like bridge financing, lease financing, syndicated financing, private placement of
equity etc.

1.5 Background of the company
NRB bank is also known as Migrants sponsored Banking system. It is a new banking
structure in which initial capital is given by non-resident Nationalists. This bank has many
objectives and lending-deposit functions. The main objective of this bank is to limit their
dependency on International financial institutions for external financing. NRB bank Ltd.
Provides a wide variety of services and products for retail, corporate and Small medium
enterprise. The vision of this bank is to become a leading financial institution to invest money for
Bangladesh corporates and individuals and reach international markets (VISION, MISSION &
VALUES, 2019). NRB Bank's mission is to become best financial services provider of
Bangladesh. They aim to strengthen relationships by giving correct solutions that connects
expertise, professionalism and financial strength. NRB bankers are reliable financial advisors
who find ways in expanding their business globally (Fatma and Rahman, 2016). NRB bank
foster ideas to improve their performance and be competitive in market. NRB Bank is working
towards building it's brand image in front of customers and stakeholders. They are investing in
Corporate social responsibility activities, educational programmes, Natural disaster and
calamities management for helping people and in this way they are able to enhance their
reputation and image as well.
1.6 Research Aims and Objectives
Research aims and objectives are formulated by researcher which guides them as well as
their team member to complete the same research in right direction. Research aim is considered
as broad statement which specifies actual motive of the research. It simply emphasises that what
is going to be done for what purpose (Van Manen, 2016). Whereas, research objective divides
prepared aim into sub topics and focuses on ways through which prepared aims can be achieved.
Research objectives are required to be feasible and accurate so that desired outcome can be
attained. In context to present dissertation for NRB Bank, research aim for this have been stated
as below:
Research Aim
The chosen aim for present research is “To Critically Investigate How CSR can enhance
Brand Image in Banking sector. - A study on NRB Bank, Bangladesh.”
Research Objective:
 To identify different challenges that are faced by NRB bank while implementing CSR.

 To determine various benefits that are gained by NRB Bank through its CSR activities.
To examine how CSR activities have improved the brand image of NRB Bank.
1.7 Research Question
Research questions are considered as the essential part of overall research project which
provide guidance to researcher to conduct this research in right direction by evaluating its each
and every aspect (Wildemuth, 2016). Research questions are basically formulated on the basis of
research objectives. It is basically a first active step of every research project that helps in
attaining desired outcome of the study.
 What the challenges NRB bank is facing on implementing CSR?
 What are the benefits that NRB Bank is getting through CSR activities?
 Does CSR activities have improved the brand image of NRB Bank?
Hypothesis
H1: Does CSR activities have improved the brand image of NRB Bank?
H0: Does CSR activities have declined the brand image of NRB Bank
1.8 Chapter Preview
Present research have been completed in effective manner by following specific format.
With reference to the present research, its structure will include overall five chapters which are
defined as below with their brief description:
Chapter 1: Introduction
It is the first and foremost section of research which will briefly provide basic details of
overall study. It will cover information about background and purpose of company, industry and
research, Further it will determine specific aims and objectives for the same research which is
going to be attained.
Chapter 2: Literature review
The next chapter of this dissertation will provide in-depth knowledge on CSR activities
and its contribution in enhancement of brand image of NRB bank. In this section, views and
perception of different authors will be represented on the aims and objectives so that their
desired outcome can be achieved effectively.
Chapter 3: Research Methodology

It is the third section of dissertation that starts after completing literature review section.
It will include different kinds of tools and techniques that will support in collecting data for
specific research in order to obtain feasible outcome for it.
Chapter 4: Data Analysis
At this chapter, all of the collected data will be analysed on the basis of prepared aims
and objective for the purpose of checking authenticity of this research. It also provides detailed
information upon the findings.
Chapter 5: Conclusion and Recommendations
In the last chapter of this dissertation, overall conclusion will be drawn on findings. It
will also include few recommendation for the company by which its brand image can be
improved effectively with the help of CSR activities.
LITERATURE REVIEW
Literature review refers to the scholar paper which contains present information on
specific topic in order to attain appropriate conclusion for the same. It is a kind of framework
that allow reader to enhance their knowledge on specific topic so that they could identify finding.
In this section, researcher presents thoughts and perception of different authors on similar topic.
This section critically evaluate information on the basis of common finding that has been
presented by different authors. In context to present research, the section will provide in depth
information on formulated objectives (Mostafa and ElSahn, 2016). For enhancing efficiency and
authenticity of this section, investigator will also refers certain articles given by various authors.
Thus, Literature review will cover up information on three different topics which includes
challenges faced by NRB Bank at during implementation of CSR activities, its benefit to bank
and evaluation of effect over CSR activities that improve brand image. All sub parts of Literature
review section have been defined as below:
2.1 CSR
As per the thoughts presented by Caramela, (2018) Corporate Social responsibility was
started in companies in the late 1960s and early 1970s. In the late nineteenth and twentieth
century the corporate paternalist used their wealth to support philanthropic ventures. Corporate
Social responsibility is also known as sustainable responsible function that varies from industry
to industry and from country to country (Vilar and Simão, 2015). According to the world

business council for sustainable development, CSR is defined as the commitment of organisation
to function ethically and help in economic development and improving the lifestyle of
employees as well as society. It is defined as a form of of corporate self regulation integrated into
a business model. It has been analysed that CSR activities are considered as the strategies which
are adopted by companies in which they performs official activities in a systematic, society
friendly and ethical way so that overall community could be developed. These activities are
mainly adopted by companies for improving their brand image among customers, employees,
suppliers, shareholders and other business related persons. With the changing time, requirement
of economic development is considered as the main thing which influences companies to adopt
CSR activities so that they could contribute their development in society and sustain longer at
market place (Adewale and Rahmon, 2014).
2.2 Brand image
According to the thoughts of Pahwa, (2017), Brand image can be defined as a bundle of
associations in the minds of target and potential customers. It is impression of brand in view of
customers which is developed over a period of time. A strong and good brand image helps
company to attract and retain more customers. It is formed in minds and eyes of customers
which is based upon experience and interaction with brand. Banks should make efforts to
enhance brand image in a unique and positive manner. A strong brand image delivers many
benefits to companies which helps in profit maximisation, developing better business-customer
relationship, increasing trust level and helps in introduction of new products within same brand
name. In other words brand image is also referred as impression of company in front of
customers which they develops in their mind over in specific time period. It has been analysed
that every company wishes to formulate their image among customers as it helps them in
sustaining longer at market place which results in more profit generation (Hadfield-Hill, 2014).
In context to banking sector, it has been evaluated that this industry becoming competitive day
by day which influences companies and firms belonging to this sector to indulge into activities
which influences their brand image in positive manner. It has been identified that business
organisations are now a days using different activities like CSR and social work so that they
could create their positive brand image among customers. These activities not only improving
brand image of company but it also provides monetary benefits and other effective opportunities

to companies which contributes in making them successful. Their are many ways to enhance
brand image in an organization which are discussed below:-
Different Ways to enhance brand image
 Conduct brand audit- Brand plays a very important role in profit maximisation. Brand
is everything for banks and includes products, services, customer service, marketing
messages, employees and branch appearance. These factors should be monitored and
audited regularly. Brand audit helps in performance evaluation of brand of NRB bank.
Brand audit if conducted in NRB bank will help in knowing shortcomings and criticisms.
So, that brand can be enhanced at right time.
 Be true to you- Trust and authenticity is imperative for success of brand. A simple
articulation of what you do and what you are good at will help in enhancing brand image
of a company. NRB bank must be authenticate and honest while providing services and
selling its products (Krasodomska, 2015).
 Improve your Culture-The crucial factor for brand image is organisation's culture.
Culture of an organisation defines uniqueness which helps in gaining competitive edge. It
is key element to how customers “see” for a organization. NRB bank to enhance its brand
image must emphasis on improving culture by paying good attention.
 Develop brand standards for your staff- Brand image can be enhanced by developing
brand standards for employees and staff. Training can be a good step, but also requires a
brand guide which helps in knowing every aspect of brand identity and how staff can
improve the brand image. NRB bank should focus on creating and establishing standards
for employees and staff so that they achieve it and helps in enhancing brand image.
Impact of CSR on brand image of company
On the basis of perception of Carnevale and Mazzuca, (2014), it has been analysed CSR
activities plays an essential role in the business growth of any organisation as it improves brand
image of company in industry as well as customers. It can be said that if business organisation
uses CSR activities that customers automatically feels attracted to company because they thinks
that company is serious about social issues and contributing their share for improving it
effectively. Along with this, it also develops brand image of company in front of government.
Positive image of company in front of government helps them in taking permission for different
projects. This makes it easier for them to succeed effectively in their particular profession. This

results in excessive business growth for company. On the other hand, Mostafa and ElSahn,
(2016), have represented that brand impact of CSR activity is not always positive for company. It
might results negatively on company's image too. With reference to banking sector, it has been
evaluated that competition in this industry is constantly increasing with the every passing day.
This influences organisation to adopt best feasible and effective CSR activity that could help
them in improving their brand image among customers. As per evaluation, it can be said that
some times these efforts result negatively for company and also affects its brand image in
unsupportive manner.
Furthermore, it can be said that positive impact of CSR activities provides benefits to the
company which directly enhances their profitability ratio.
Carroll's CSR Pyramid
The Pyramid of CSR was first introduced in the year 1979. In the year 1991, this model
was extracted in four- part definition which is popularly known as CSR pyramid. It is a simple
yet useful framework for the company which help in the argument of how and why organisation
should meet their responsibilities or duties towards society (Dabic and et. al., 2016). Base of this
pyramid is economic responsibility which is the necessary and basic requirement for any
business. Second stage of this pyramid is legal responsibilities which is mandatory for every
business organisation to follow (Azadegan and et. al., 2018). Third stage of this model is ethical
responsibility where every organisation has to work in an ethical and moral manner. Top of the
pyramid consist of philanthropic duties where company has to contribute for the welfare and
development of the society. Detail explanation of these responsibilities of Carroll's pyramid are
as follows:
Economic: It is the first and necessary responsibility for any corporation to earn profit.
To reward both investors and owners profit is necessary as well as for the growth and
development of organisation. If a company fails to fulfil the economic condition then it will go
out of the competitive market (Spence, 2016).
Legal: For successfully operating business activities various rules and regulations are
made by the government of the country. Every company has to follow these laws for the smooth
running of organisation.

Ethical: according to the third stage of Carroll's pyramid in which it is the responsibility
and duty of any organisation to work in an ethical and moral way. Various facilities should be
provided to the employees for their benefit and retention in the organisation (Spence, 2016).
These facilities includes treatment of their employees, proper human rights and many more.
Philanthropic: it is also known as discretionary responsibility. It is a corporate donation
where companies and organisation donate or contribute some amount of their earning for the
development and welfare of the society. It can be in form of charity, products and services
donation, sponsorship for any event, gifts of financial resources any many more (Lee and Lee,
2015).
After evaluating various elements of Carroll's model, it has been evaluated that there is
two aspects of this model. One is positive and other one is negative. According to the positive
aspect of this model it has been said that this model is helpful for every organisation in various
ways. With the help of this model company can improve their brand image along with customer's
loyalty (Ehie, 2016). On the other hand some researcher said that along with positive response
this model give some negative effect also. It does not help in resolving conflicts and disputes
which arise between the employees of organisation at the time of operating business activities.
Benefits
 This model consists of four components which help in addressing the need of different
stakeholders by fulfilling their varying priorities in which stakeholders get affected
(Visser, 2016).
 This pyramid is consider as most sustainable model as in this responsibility which
framework state to follow, represent long term obligation which also support an
organisation in overarching future generations of stakeholders (Mihaljević and Tokić,
2015).
 The main advantage of Carroll's model is that it has global applicability because factor
that this model includes plays a crucial role within a business whether it is public, private
or civil society related organisation. This model help a company in maintaining a balance between four major factors that are
essential for a business growth as well as in CSR practices (Oh, Hong and Hwang, 2017).
Criticism

 Main criticism regarding this CSR pyramid is that model doesn't address the conflicting
obligation as well as cultural manifests (Wagner-Tsukamoto, 2015).
 This model has criticised over fact that it have underestimated the modern consumer
power by genuine ethical change and social responsibility in business which is more
essential then legal, economic or philanthropic. This pyramid is based ion American experience and because of which each layer has
varying importance in different countries which is based over historical and religious
traditions (von Schnurbein, Seele and Lock, 2016).
How CSR activities have improved the brand image of NRB Bank
According to the author Acharya and Halpenny, (2017) it is said that to sustain in the
competitive surroundings, it is necessary and essential for the company to focus on rising their
brand image and goodwill. There are several ways in which firm could enhance their brand
image. CSR activities is advised to be effective and efficient tool that help in enhancing the
brand image of the company. By performing CSR activities in an organisation company can
improve their brand image, goodwill and maintain positive reputation at market place. It is an
effort made by the company to improve the conditions of society. Corporate social responsibility
is good for every one. It is also said that what is good for a worker, environment and community
is also beneficial for the financial performance of the company (Lucyna and Zoican, 2016).
Overall goal or aim of a company is to maximize their profitability along with a positive impact
on the society. By implementing CSR a company can improve their brand image which help
them to attract more customers towards their products and services. Companies ensure that all
these activities conducted in an ethical and moral way. As a result this will directly increase the
performance and profitability of firm. Company can attract and retain hard working and valuable
employees by which they can improve their performance, efficiency and complete their tasks
effectively. By contributing their money and time, employees develop professionally as well as
personally (Claydon, 2011). Companies who are involved in CSR activities, get some
competitive advantage, which help the organisation to stand out from competition. By
implementing CSR activity NRB bank can improve their brand image and reputation among
their customers which help them to retain their employees and customers for long duration.
Customer loyalty can be increased when a company start contributing funds for the welfare and
development of the society.

Business ethics theory of CSR: Every business organisations have some social
responsibilities toward society. This theory is based on the duties and social obligations every
company have towards its communities and society.
Traditional Conflict Model:
The traditional processes also regarded as top-down decision making, adjudicatory
dispute resolution together with the governance paradigm are found to be influenced by decision
making from an individual authority or agency. This authority can either be a governmental
agency, a judge in litigation or arbitration, government official or committee, administrator (Rees
and et. al., 2015). The market forces are also included within the traditional procedures of
resolution of disputes and possess exemplary advocacy and citizen-dependent activism tools
such as petitions as well as lobbying. In this regard, under Traditional Conflict Model model, it is
said that if a company perform its social duties and responsibilities by performing CSR activities,
ample amount of fund is required for this. These funds are acquired by the company from
revenues and profits earned by firm. It creates a situation of conflict between the shareholders
and company (Brzoska and Fröhlich, 2016).
This model says that if a company perform any CSR activities for the development and
welfare of the society, company should pay extra cost which becomes a reason of conflict
between there investors and shareholders of firm (Pedersen, 2010). Manager of the company
faces a difficult condition whether they should implement CSR activities or not. In context
with NRB bank, it is the responsibility of a bank to perform in a accountable manner so that they
can serve the society in an effective way. It is of prime importance that companies indulge in
Corporate Social Responsibility (CSR) initiatives as this is the key to attain success in market
place and to gain recognition from people and government of a nation (Fisher, 2016). When a
company gains appreciation from customers, this significantly leads to increment in sales and
profitability of enterprise (Li and et. al., 2015). Further, as a consequence of this, the position of
entity within the market place rises so as to give a tough competition to rivals present within the
same business sector. In this regard, it essential that NRB Bank strives to take measures with a
view to gain acceptance from all the stakeholders of the organisation so that they can feasibly
carry on such activities. Conducting CSR activities provides long term benefits to the company
in terms of significant increase in name and stake of enterprise (Ford and Ihrke, 2016). Thus, it is

essential that the bank makes the shareholders, investors and employees trust the organisation
when it performs CSR activities for the development of society.
Merits
 These initiatives when taken by the bank will assist in enhancing the brand image of
NRB Bank.
 CSR initiatives such as provision of free education, training, meal etc. to needy people
gives a boost to the economy of a country.
 This conflict resolution model when implemented within the bank strives to gain
acceptance from investors when using their funds (Ahimbisibwe, Cavana and
Daellenbach, 2015).
 Undertaking CSR initiatives helps the organisation to significantly enhance its sales and
profitability.
Drawbacks
 This model leads to creation of complexity across the organisational premises in some
instances (Sirkeci and Cohen, 2016).
 Traditional Conflict Model does not ensure the resolution of conflicts between the
company and shareholders in relation to conducting CSR activities (Lan, 2015). It may lead to wastage of efforts and time in case the initiatives taken by firm does not
yield desirable results.
Added Value Model:
Under this model, it is explained that CSR activities help an organisation in increasing
their overall profitability and market share. It is also said by the author that performing any CSR
activities can help in generating new revenues for the company. Performing CSR activity help
the company in various ways which directly affects the profitability of organisation (Dijkman
and et. al., 2015). For example company can improve their brand image, attract more customers,
find socially conscious employees for their organisation by adopting CSR activity. As a result,
company can increase their profitability and performance at market place. NRB bank should
contribute in CSR activity so as they can increase their customers loyalty. Behaving in an ethical
and responsible manner can strengthen their customer trust towards them (Chetty, Friedman and

Rockoff, 2016). This will help them in increasing their overall profitability and brand image of
NRB bank (Datnow, 2005).
Multiple Goals Model:
In this model, it is said that a company has various goals along with profit making. It is
the moral duty and responsibility of a firm to contribute some amount of their earnings for the
welfare and development of the society and communities. This model emphasis on increasing the
living standard of needy people (Mascret, Elliot and Cury, 2015). It is necessary for some
companies to perform CSR activities which increases their goodwill and brand image at market
place. By supporting such activities, employees of the organisation feel satisfied and positive.
NRB bank perform various jobs which effects the overall society in a positive way. It is the duty
of NRB bank to perform in an effective and efficient manner so that they can satisfy needs of the
society.
It is recommended by the researcher Aupperle, (1983) that by applying CSR activities in
an organisation can benefits them in various ways. With the help of this company can increase
their brand image and goodwill and maintain sustainability for long duration at market place.
Consumers are more likely to buy products and services from those companies who involve and
support in those activities which benefits society. There are various benefits and advantages
company gain by performing CSR activities such as positive brand reputation, financial stability,
overall growth of company (Gjølberg, 2010). By engaging in CSR activities company can build
long term relationship with their employees as well as with customers. Corporate social
responsibilities means contributing some amount of money from the revenue of business for the
welfare of society and community. Various social programmes implemented by commercial
banks for helping the disadvantaged people of the society (Hofer and Fries, 2016).
Stakeholder theory
Stakeholder theory proposed by R. Edward Freeman for organizational management.
This theory suggest that purpose of business should be to create as much as value for
stakeholders. It lays emphasis on interconnected relationship between business and stakeholders.
Stakeholders includes customers, suppliers, employees, investors, communities and others who
have stake in organisation (Jones, Wicks and Freeman, 2017).

This theory also argues that business should create value for stakeholders other than
shareholders. This theory helps in increasing morale and interests of stakeholders which will help
in making more money. The purpose of stakeholder theory is to ensure that businesses has taken
responsibility towards stakeholders seriously. It deals with fulfilling ethical duty for
stakeholders. as community members are stakeholders in organization so they must be part of
decision making and have right to participate in management. stakeholder theory views
organization as social body not separate entity (Chahal and Dutta, 2015).
In context to NRB bank, stakeholders theory when applied helps in creating more
business and fulfilling corporate social responsibility. As stakeholders are important part of
every organisation so, more value should be created other than shareholders. Every organization
impact the lives of customers, employees, suppliers as they are dependent on firm. Interest of
stakeholder in NRB bank should not be overlooked as it is unwise and unethical (Miles, 2017).
This theory when applied to NRB bank will ensure accountability and transparency and improve
customer safety. Stakeholders theory is a route to gain profits, maintain public relations. NRB
bank should provide products and services at best quality and not liable to any causes or losses.
As stakeholder theory views organization as a social body than main purpose of bank should be
to fulfil corporate social responsibility (Cooper, 2017). To govern relationship between
stakeholder and organisation Freeman outlined six principles which are:
 Principle of entry and exit- According to principle, organization must describe all rules
and regulations clearly. In NRB bank the rules for hiring of employees, customer
satisfaction policies should have proper transparency.
 Principle of governance- this principle is related to rules governing relationship between
stakeholders and organization. If there are any changes that should be done with consent
of everyone (Harrison, Freeman and Abreu, 2015).
 Principle of externalities-this principle is concerned with how a group is benefited or
suffer difficulties because of actions of organization. Anyone who is affected by business
can be a stakeholder (Martínez and del Bosque, 2014). In NRB bank who bear both
profits and loss are stakeholders of bank.
 Principle of contract costs- according to principle, each party of a contract should bear
equal shares when it comes to cost or it can be according to proportion or how much

benefits are taken by firm. It is difficult for bank to quantify each and every cost as all
costs are not financial in nature (Mansell, 2015).
Benefits
 This theory promote fairness for each person involve in company's affairs and provide
directors an objective to provide each stakeholders benefit (Chiu and Wang, 2015).
 Stakeholder theory is consider as a good combination of economic and ethics which are
consider to be most crucial factor for organisational growth and success.
 This theory work to create an environment of social wealth is promoted by company for
each stakeholder.
 This theory focuses toward higher productivity by maximising the interest of primary as
well as secondary stakeholder (Cordeiro and Tewari, 2015).
Criticism
 Stakeholder theory doesn't indicate a way to represent stakeholders nor the methods to
protect their interest ( Eskerod, Huemann and Ringhofer, 2015)
 In stakeholder theory it has been specified that interest should be identified exogenously
despite of company board or management views but it is not specified how variety of
such group can be legitimately identified (Andriof and et. al., 2017).
 Stakeholder theory suggest that wider obligation of company is society instead simply
payment of taxes but theory is inaccurate about which interest of society must be applied
and where its boundaries lie.
Brand image theory
It has been analysed that different authors have provided various theories and models that
helps businesses in improving their brand image effectively. These models and theories also
guides management team about their actual position at market place. As a result, they can adopt
different but effective which contributes in developing brand image of company in positive
manner. Some of the main model models which can be adopted by NRB Bank of Bangladesh are
defined as below:
Keller's brand equity model
Keller's brand equity model was discovered by Kevin Lane Keller and also called as
customer Based brand equity(CBBE) model. This is a brand equity pyramid which helps in

increasing brand equity by understanding customers. It also helps in building customer loyalty
and attracting more customers (Khan and Rizwan, 2014). The model helps in knowing what
strategies to be implemented to provide best experiences to its customers. In context to NRB
bank, its managers can use Keller's model for finding out best solutions through which they can
enhance brand image of their financial institution in effective manner (Keller, 2016). CBBE
model is composed of six elements which includes Salience, Performance, Imagery, Judgement,
Feelings and Resonance dimensions which are as follows:-
 Brand salience- This includes main element as brand awareness and need satisfaction. It
is related to brand identity or image of products in minds of customer (Cho, Fiore and
Russell, 2015). This is most important base for brand equity model as it helps in building
a strong brand image. As per customers of NRB bank level of need satisfaction is high
and there is no need to measure the level of brand awareness. As, massive advertising
campaign helps to make a large number of customers aware about brand value.
 Brand performance- The efficient brand performance is very important for customer.
this defines about how well products fulfil needs of customers. It comprises of features,
design, price, style, efficiency, durability and service effectiveness. NRB bank has high
and good performance as products are reliable, durable, and according to customers need
(Çifci and et. al., 2016).
 Brand imagery- This stage shows image or reputation of products or services in minds
of customers. It shows the perception level of customers towards brand. Imagery means
that how brand fulfils needs of customers at social and psychological level. Customers of
NRB bank have good experience with brand either directly or indirectly as it fulfils social
and psychological needs (Osman Mohamad and Mohamad, 2015).
 Brand judgements- Brand judgements comprises of quality and credibility. Judgements
are based on relevancy of products which fulfil unique needs of customers. Also,
superiority of brand is also assessed by comparing it with competitors brand. Customers
of NRB bank have personal opinions quality of services rendered. Also, credibility is
judged on the basis of expertise, trustworthiness and likeability (Huang and Cai, 2015).
 Brand feelings- This element is related to customers emotional reactions and responses
towards brand. The different aspects of brand feelings consist of fun, warmth, security,
social approval and self respect. These factors influence customers decision towards

brand value of NRB bank (Bravo Matute and Pina, 2016). As per customers of NRB bank
value to brand is given on basis of social approval and security.
 Brand resonance- This final stage emphasis on relationship and level of identification
that customer has with brand. It comprises of behavioural loyalty, attitudinal attachment,
sense of community, and active engagement. Loyalty is most important factor which can
be considered by NRB bank as customer loyalty towards brand is very crucial (Gómez,
Lopez and Molina, 2015). Also, NRB bank can create a company forum where customers
can discuss problems.
Benefits of Keller's Model for NRB bank
 This model mainly relies on using massive advertisement methods in order to
communicate to maximum potential customers. It directly spread awareness about their
product and services among customers. As a result, it enhances sales of products offered
by NRB bank.
 Another benefit of this model is that it evaluates each and every stage effectively in order
to develop brand name of company in positive manner (Godey and et. al., 2016).
 This model will also help company in enhancing its number of loyal customers. It can be
said that if NRB bank has loyal customer then it will be easier for them to sustain longer
at market place.
 Application of Keller's equity model will also help NRB bank in enhancing its brand
recognition among customers. It can be said that usage of this model will popularise
products and offered services among customers. As a result, they will be able to
recognise this bank and its services whenever they hear its name (Su and Tong, 2015).
Criticism of Keller's Model
 The model is only assessing manufacturers equity that means its brand name, but its
important for them to focus on every single product in order to develop its brand name at
market place (Baalbaki and Guzmán, 2016).
 Another criticism of this model is that it only relies on organisational context but it
ignores sub section of company which are also considered as essential part of company.
 Along with this, it has also been seen that brand feeling element of this model hold lack
of relevancy while carrying it at industrial level. Therefore, it can be said that this model
requires many modifications (Pike and Bianchi, 2016).

Aakers brand equity model
Aakers brand equity model was propounded by Professor David Aaker. It viewed as
combination of three factors comprising of brand awareness, brand loyalty, and brand
associations (Çifci and et. al., 2016). According to Aaker management, brand begins with
building up of brand identity. Building a sustainable brand equity helps organisation in
increasing demand and profits for long run. Brand value includes loyalty, awareness, quality
perceived, brand associations and other proprietary assets which are described below:-
 Brand loyalty- It focuses on identifying that to which level customers are loyal towards
the particular brand. This helps in reducing market costs and trade leverage. If NRB bank
is loyal towards customers it will help in attracting and retaining new customers.
 Brand awareness- This helps in building brand equity. Brand awareness helps to get
into consideration when customers plan for purchase of products. This help NRB bank to
increase familiarity and liking of products(Sayani, 2015).
 Perceived quality- Perception gives extra edge over brand value of products. It is set on
basis of quality, price, and reasons to buy. NRB bank have a differentiate position in
market because of perception of customers .
 Brand associations- This helps in process and retrieval of information. Also, gives
reason to buy and act as barrier to competitors. NRB bank is associated with many firm
which helps in increasing market share and give reasons to customers to buy products
(Huang and Cai, 2015).
Benefits of Aakers brand equity model
According to Aaker's model, it can be said that effective brand assets helps company in
developing their image among customers as well as market place in different manner (Davcik,
Vinhas da Silva and Hair, 2015). This can be understood effectively with support of below
mentioned points:
 The first and foremost benefit of brand value is that it influences interest of customers
towards products or services offered by company. Along with this, it also motivates them
to purchase the same product with numerous reasons (Christodoulides, Cadogan and
Veloutsou, 2015).
 An effective brand image in front of customers also helps company in developing their
loyal customers which contributes in persuading them to not move to another brand.

 Usage of this model will help NRB bank in future expansion. This will be done
effectively by having strong customers support.
 The main focus of this model is on providing high quality products to its customers
which ultimately offers value to customers that contributes enhancing their satisfaction
level (de Oliveira, Silveira and Luce, 2015).
Criticism of Aaker's brand equity Model
 According to the thoughts given by Tont and Harley, it can be said that their perception
has declared that brand loyalty and brand association is helpful businesses but on the
other hand this author have also said that brand awareness and perceived quality was not
helpful companies (Liu, Liu and Lin, 2015).
 It has been further seen that whenever a company enters into new market it enhances
competition at marketplace. This ultimately reduces market share of companies dealing in
same industry. Therefore, any company is using this model then it will be difficult for
them to manage customers loyalty toward company.
 According to this model, the brand equity is build on the basis of two things that is
product's brand name and another one is related to company's brand name (Gómez,
Lopez and Molina, 2015). Therefore, it becomes difficulty for business organisation to
analyse that how much benefits they are getting through product's brand name and
company's name.
On the basis of above specified criticism, it can be said that all of them clearly reflects
that even though this model is effective and valuable but still it is not applicable on all situations.
Therefore, in order to meet actual actual requirements of changing world it is essentially required
to modify the model and then use it for better result (Tanveer and Lodhi, 2016).
Brandz Model:
This model was developed in the year 1998 by a consultant of marketing research
Millward brown and WPP. According to the Brandz model, it is said that brand building includes
a series of various steps (Bechter and et. al., 2016). Where a step is generally started only after
successful completion of previous step (Chahal and Dutta, 2015). There are some objectives at
every step, which is mentioned in ascending order:

 Presence: According to this step, it is said that if company is very well aware about its
current market position. After providing products and services to the consumers in past
few year, what is the position of company in today's market scenario (Shuv-Ami, 2016).
In context with NRB bank, this step says that does customer is aware about its existence
at market place. Relevance: In this second step it is said by the researcher that all products and services
offered by the company is relevant to the needs and requirements of consumers. Does
company offer customers something to their customers. For example, NRB bank provide
some services to their customers. It is their duty to analyse if all these services satisfies
customers needs or wants. Performance: In this context performance means if company is able to delivers all
services which they decides to provide. It helps the company to analyse is they are able to
deliver or not. In reference to NRB bank, they examine weather they provide adequate
services to their customers. Advantage: It can be for both, customers as well as for company. Company provide
services to their customers for profit along with they these services benefits customers in
some other way. In NRB bank, company provides something unique to its customers
which will benefit both of them. Advantage for company is they earn more profit margin
and for customer is they satisfies their needs (Sinčić Ćorić and Jelić, 2015).
 Bonding:This step tells about the bonding or relationship of customer and company. This
bond will help the company to maintain their long term relationship with their consumers
(Kant and Jaiswal, 2017). In context with NRB bank, if company provide high quality
services and resolve their issue on time, it will help them to maintain their customer-
company relationship.
As a result, researcher recommend that if there is a strong bond between the consumer
and company, they will capture a huge market share at the competitive market place. After
analysing all these situations company will be able to evaluate their market position and if they
needed any changes to fulfil the requirements of consumers.
Benefits:-
 Main advantage of this model is that it help a brand in converting its customer into loyal
one which help them in achieving competitive advantage (Singh and Chahal, 2015).

 BrandZ provides a predictive and proven diagnostic tool which evaluates the brand
strength and relate it with future changes within market share.
 This model focuses toward influencing a brand to strengthen its bond with customer
which help in achieving maximum benefit in market.
 BrandZ model focuses toward ensuring that services must be deliver as per the
requirement of need and expectation of customer (Molinillo, Ekinci and Japutra, 2019).
Drawback
 This model put more emphasis over customer-based brand and not have much influence
over business-business.
 This model is not applicable in all condition as in some situation there is a need to skip
one or more step and as a result of which it doesn't lead to expected outcome (Molinillo,
Ekinci and Japutra, 2019).
 BrandZ model focuses toward considering environment factors but the external
environment is uncertain and unpredictable that may sometime have negative influence
over the performance of company.
TRIPLE BOTTOM LINE
Sustainability is found to be one of the biggest concerns for a company and it often takes
the form of organisation's long term goal. It is a crucial aspect that is a matter for concern for all
types of businesses, be it a company, sole proprietorship or not for profit organisation. The
degree to which a company undertakes sustainable growth is a key element which determines the
extent of recognition and support that it would receive from customers, government and local
bodies (Sarkis and Dhavale, 2015). This gave rise to the emergence of an accounting framework
which takes into account the aspect of sustainability in context of an organisation. Known as the
triple bottom line (TBL), this framework has gone much beyond the conventional measures of
Return On Investment (ROI), profits, shareholder value and focusses upon inclusion of social
and environmental aspects. This framework has been specifically designed with a view to
provide assistance to an organisation in achieving its sustainability goals (Alhaddi, 2015). Triple
Bottom Line consists of three elements, namely, people (social aspect), planet (environmental
aspect) and profits (economic aspect). TBL is considered a significant element in relation to
Corporate Social Responsibility (CSR) initiatives.

People: The organisation that adhere to the triple bottom line manner of carrying out
business operations do this taking into the consideration the impact it will have upon the people
involved with them. Such people can include personnel belonging to different groups which are
associated with the enterprise in a number of ways. Thus, people comprises of everyone ranging
from farmers providing raw materials and other necessary equipments up to the CEO of the
entity (Glavas and Mish, 2015). Here, the major aim of enterprise is to ensure well being for all.
To facilitate this, company can offer healthcare facilities, opportunities for education, flexible
working hours, healthy and safe working atmosphere, provision of training and development
sessions and not get indulged in exploitation of the workforce. In some situations, 'people' can
also comprise the local community where the company is carrying out its operations.
Planet: Companies operating in the manner proposed by Triple Bottom Line take
initiatives to significantly reduce their ecological (carbon) footprints. These organisation aim for
sustainability taking into account the fact that "going green" may prove to be a profitable move
for entity in the long term. TBL companies look upon the entire cycle of their course of action
and intend to ascertain the the actual cost of what they are doing in the interest of environment
(Glavas and Mish, 2015). They take pains to significantly cut down their energy utilization,
dispose off toxic waste in a safe manner, utilise renewable energy and not manufacture unhealthy
or unsafe products that pose harm to planet.
Profit: This is the financial bottom line which is present within all organisations whether
they are operating in the manner proposed by TBL or not. Here, the principal idea is that profits
help to empower as well as sustain the community as a whole (Glavas and Mish, 2015). The
objective is to operate in a manner which can ensure maximum profits for the organisation.
This model can be adopted by NRB Bank to demonstrate significant contribution towards
social, environmental and economical interests. In this regard, this accounting reporting
framework has some merits and drawbacks which are discussed below:-
Merits
 TBL assists the organisation in significantly enhancing the image of company in the eyes
of public.
 Personnel prefer to work for business organisations which comply with TBL framework
as this ensures that company operates in interest of society and environment (Wise,
2016).

 The initiatives undertaken by company such as reduction of waste and doing sustainable
operations helps to enhance productivity and ensure savings of cost.
 By undertaking TBL initiatives, new markets can significantly open up for NRB Bank.
Drawbacks
 It is a complex tool which is not feasible for every company to implement across
organisational premises (Rambaud and Richard, 2015).
 The triple bottom line is not adequate for a company to be used as a sole strategy.
 No adequate measurement exists for each of the three elements of this model and this can
make it difficult to carry out measurement and control of performance (Rambaud and
Richard, 2015).

RESEARCH METHODOLOGY
Research Methodology is seen as the systematic analysis of various methods which are
used in the particular project or study. The section plays an essential role on the outcome of
project (Alvesson and Sköldberg, 2017). Along with this, discussion made in this section are
helpful for investigator as it allows readers to understand which methods and process are
undertaken by investigator for completing this research and these methods have helped them out
obtain project aim and objectives.
3.1 Research Philosophy
Research Philosophy refers to the belief which followed by investigator while collecting,
analysing and using information. Research philosophy is mainly of two types that is positivism
and interpretivism. Positivism research philosophy is based on the knowledge which is obtained
with natural phenomena that relies on scientific quantitative methods (Azhdarzadeh and et. al,
2015). Whereas, interpretivism is based on integration of details collected from human beings on
the basis of their interest. interpretivism type of research philosophy is also known as
interpretivist which is mostly gives preference to humanistic qualitative methods. In the current
study, interpretivism will be used by investigator as its research philosophy. It can be said that
this research is helpful for the investigator as by using this they can easily difference among
people and their thoughts which are used by them in their study.
3.2 Research Approach
Research approach is seen as the proper plan and process which includes various
assumption related to collection of data, their evaluation and exegesis. Research approach are of
two types that is inductive and deductive. Inductive research approach states that used
information is belonging to someone else. This means information is gathered on the basis of
observation which is further used for obtaining reliable conclusion. Whereas, deductive research
approach is based on logics, facts and figures. In this, investigator develops hypothesis which are
formulated with support of existing theories (Barquero and Bosch, 2015). Later, investigator also
designs research strategy that is helpful in testing previously formulated hypothesis. With
reference to current study, investigator have used mixed method of both the approaches for
obtaining better research outcome. Combination of both inductive and deductive research
approach are feasible for the study as support of inductive research approach is based on

qualitative dimensions which will help in analysing theoretical concepts and contribution of
deductive approach will be beneficiary in using statistical data for better research.
3.3 Research Design
It is a kind of plan which helps in an investigator in obtaining their core outcome for the
study. Research design are of many types such as experimental, descriptive, review, survey,
correlational (Bresler and Stake, 2017). In the current study, investigator will use descriptive
research design which focuses on conducting in depth study on particular research questions. In
this, investigator tries to explore all of the provided questions in order to obtain valuable
outcome.
3.4 Research Method
Research methods are tools which are used by investigator for conducting an effective
research. Research methods are mainly of two types that is qualitative and quantitative research
methods. Both of them are defined as below:
Quantitative research- This research is conducted to collect information in numerical
terms like percentages, statistics etc. which are categorised on the basis of rank. Quantitative
research is the systematic process related to mathematical and statistical techniques (Cairney,
and St Denny, 2015). The main purpose of this research is to formulate and execute theories,
hypothesis and models for achieving the research objectives. This research generates unbiased
results on the basis of numbers concerned with the larger segment of population. Some of the
quantitative research methods are questionnaire, observation, interviews, records and surveys.
Qualitative research- The researcher in this collects data in non-numerical terms such as
characteristics, symbols, concepts, description etc. rather than ascertaining the numbers for the
objectives of research (Fletcher, 2017). The main purpose behind this research is to understand
behaviour of individuals, cultures and groups. The various types of qualitative research methods
comprising of interviews, focus groups , case study, ethnographic research, maintenance of
records.
With reference to the present study, investigator have used mixed research method that
means combination of qualitative and quantitative methods. The mixed method refers to the
methodology that is being used by investigator for conducting an effective research which
includes gathering, analysing and combining qualitative and quantitative research (Flick 2015).
With the present study on CSR, it can be said that this combining methodology is needed the

most as it is helpful in obtaining better outcome for specific research topic. In addition to this, it
can be said that single methods are suitable for all type of methods as they do not go well with
them.
3.5 Research Strategy
Research strategy is considered as the sequential action plan which provides guidance to
the efforts and thoughts of investigator. This directional support is valuable for researcher as
with the help of this, it is easier for them to complete the research in systematic manner with best
possible outcomes (Fox and Alldred, 2015). In context of present study, it can be said that
investigator will use mixed research approach strategy for completing this research in effective
manner. In this, investigator will first collect data humans and then analyse and interpret it with
the help of statistical formulas. The strategy is also helpful in developing new theories about the
topic that will support future investigators.
3.6 Data collection Method
Data collection is considered as the process of collecting and measuring of data with the
help of different sources (Gabriel, 2015). These sources can be of two types that is primary and
secondary. Both these data collection methods are defined as below:
Primary Research:- This research is doing by researcher or an individual who is hire for
doing your work. Along with this, primary research means to gather data or information by
researcher only, rather than to collect data from previous record. This research data can be
collected by various methods such as interviews, direct observation, survey, focus groups and
many more (King and Mackey, 2016). All these ways helps a researcher to collect right
information and solve the research problem effectively.
Secondary Research:- In this research method the whole data are already organised,
collected, and published by someone. In addition to this, Secondary research aids an investigator
to collect an information and it also saves time. In this research data can be collected by various
form such as government agencies, trade associations, industry publications, library, newspapers
and many more (Kumar, 2019).
In this present research report, investigator used both primary research and secondary
method of data collection. In primary method, investigator have used questionnaire in order to
collect information from chosen respondents. Whereas, in secondary method of data collection

investigator will use online article, books, Journals and sources of published data for grabbing
valuable information.
3.7 Sampling technique and size
Sampling refers to the procedure through which researcher reduce total population by
choosing some among them as its sample size. This is done with some specific techniques that
supports investigator in choosing their valuable research outcome (Ledford and Gast, 2018).
Sampling technique are mainly of two types that is probability technique and non probability
technique of sampling. These types are further classified into various sub sections. Classification
of probability sampling includes simple random sampling, systematic sampling, stratified
random sampling, cluster sampling and Multi-stage sampling (Mackey and Gass, 2015). On the
other hand, further classification of non probability sampling includes Snow ball sampling,
purposive sampling, quota sampling and convenience sampling. With reference to current study,
it can be said that investigator will use non – probability method of sampling. In this, investigator
will further choose, convenience sampling method because it is easier for researcher to collect
information with the help of this method (McCusker and Gunaydin, 2015).
In current study, researcher will choose 45 employees as its sample population.
Investigator will further provide questionnaire to these selected employees who give answers to
the presented questions according to their knowledge.
3.8 Data Analysis
The term data analysis is the systematic process of evaluation of data by utilising logical
and analytical reasoning to have proper understanding of every element of information provided.
The main purpose of data analysis is to find out appropriate information, conclusions and
interpretations for effective decision making process (Quinlan and et. al, 2019). It is categorized
as exploratory data analysis, descriptive statistics and confirmatory data analysis. Data analysis is
concerned with collecting raw data and transforming it into useful information which assist for
taking decisions. In context of research report the researcher will adopt thematic analysis. As
questionnaires will be prepared and interpretations will be done by using charts and tables.
3.9 Time Horizon
Time horizons are very necessary to prepare research design related to the research
methodology being used by the researcher. Time horizon is further classified as cross-sectional

and longitudinal. Cross-sectional study is confined to specified time period whereas, in
longitudinal study the research is conducted over a long period of time mainly for many years
(Sessler, and Imrey, 2015). The present report the researcher have adopted cross-sectional study
as report is restricted to specified time interval and according to descriptive approach.
DATA ANALYSIS
4.1 Questionnaire
Questionnaire for employees
Questionnaire
Q 1) Are you concerned with concept of CSR activities?
a) Very Concerned
b) Concerned
c) Neither concerned or Unconcerned
d) Not really concerned
e) Not concerned at all
Q 2) Do you think usage of CSR activities will help NRB bank in improving its brand image
among customers?
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
Q 3) According to your perception, Triple bottom line method will help NRB bank in improving
their sustainability at market place or not.
a) Agree
b) Strongly agree
c) Neutral

d) Disagree
e) Strongly disagree
Q 4) Do you think, CSR activities are the only ways through which banking sector can enhance
its brand image at market place.
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
Q 5) Is CSR activities are having future opportunities for the employees working in banking
sector?
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
Q 6) Are you satisfied with the CSR activities used by NRB Bank?
a) Extremely Satisfied
b) Very Satisfied
c) Moderately Satisfied
d) Slightly Satisfied
b) Not satisfied
Q 7) Do you think, policies which are adopted by top management team of NRB bank are
valuable for employees?
a) Agree

b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
Q 8) Do you think, CSR activities will influence financial position of NRB bank?
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
RESULTS

Correlations
Correlations
Q 1) Are you
concerned
with concept
of CSR
activities?
Q 3)
According to
your
perception,
Triple bottom
line method
will help
NRB bank in
improving
their
sustainability
at market
place or not.
Q 1) Are you concerned
with concept of CSR
activities?
Pearson
Correlation 1 -.202
Sig. (2-tailed) .183
N 45 45
Q 3) According to your
perception, Triple
bottom line method will
help NRB bank in
improving their
sustainability at market
place or not.
Pearson
Correlation -.202 1
Sig. (2-tailed) .183
N 45 45
CorrelationsResourc
es Processor Time 00:00:00.02
Elapsed Time 00:00:00.09

[DataSet1]
Descriptive Statistics
Mean Std.
Deviation
N
Q 1) Are you concerned
with concept of CSR
activities?
2.53 1.272 45
Q 2) Do you think usage
of CSR activities will
help NRB bank in
improving its brand
image among
customers?
2.56 1.358 45
Q 3) According to your
perception, Triple
bottom line method will
help NRB bank in
improving their
sustainability at market
place or not.
3.02 1.373 45
Q 4) Do you think, CSR
activities are the only
ways through which
banking sector can
enhance its brand image
at market place.
2.51 1.375 45
Q 5) Is CSR activities
are having future
opportunities for the
employees working in
banking sector?
2.78 1.565 45

Q 6) Are you satisfied
with the CSR activities
used by NRB Bank?
2.62 1.302 45
Q 7) Do you think,
policies which are
adopted by top
management team of
NRB bank are valuable
for employees?
2.76 1.282 45
Q 8) Do you think, CSR
activities will influence
financial position of
NRB bank?
2.36 1.246 45
Correlations
Q 1) Are you
concerned
with concept
of CSR
activities?
Q 2) Do you
think usage of
CSR
activities will
help NRB
bank in
improving its
brand image
among
customers?
Q 3)
According to
your
perception,
Triple bottom
line method
will help
NRB bank in
improving
their
sustainability
at market
place or not.
Q 1) Are you concerned
with concept of CSR
activities?
Pearson
Correlation 1 -.149 -.202
Sig. (2-tailed) .328 .183
N 45 45 45

Q 2) Do you think
usage of CSR activities
will help NRB bank in
improving its brand
image among
customers?
Pearson
Correlation -.149 1 -.068
Sig. (2-tailed) .328 .658
N 45 45 45
Q 3) According to your
perception, Triple
bottom line method will
help NRB bank in
improving their
sustainability at market
place or not.
Pearson
Correlation -.202 -.068 1
Sig. (2-tailed) .183 .658
N 45 45 45
Q 4) Do you think, CSR
activities are the only
ways through which
banking sector can
enhance its brand image
at market place.
Pearson
Correlation .191 .210 -.163
Sig. (2-tailed) .208 .167 .286
N 45 45 45
Q 5) Is CSR activities
are having future
opportunities for the
employees working in
banking sector?
Pearson
Correlation -.270 .081 .351*
Sig. (2-tailed) .073 .598 .018
N 45 45 45
Q 6) Are you satisfied
with the CSR activities
used by NRB Bank?
Pearson
Correlation .289 -.097 .119
Sig. (2-tailed) .054 .526 .435

N 45 45 45
Correlations
Q 4) Do you
think, CSR
activities are
the only ways
through which
banking sector
can enhance
its brand
image at
market place.
Q 5) Is CSR
activities are
having future
opportunities
for the
employees
working in
banking
sector?
Q 6) Are you
satisfied with
the CSR
activities used
by NRB
Bank?
Q 1) Are you concerned
with concept of CSR
activities?
Pearson Correlation .191 -.270 .289
Sig. (2-tailed) .208 .073 .054
N 45 45 45
Q 2) Do you think usage
of CSR activities will
help NRB bank in
improving its brand
image among customers?
Pearson Correlation .210 .081 -.097
Sig. (2-tailed) .167 .598 .526
N 45 45 45
Q 3) According to your
perception, Triple bottom
line method will help
NRB bank in improving
their sustainability at
market place or not.
Pearson Correlation -.163 .351 .119
Sig. (2-tailed) .286 .018 .435
N 45 45 45

Q 4) Do you think, CSR
activities are the only
ways through which
banking sector can
enhance its brand image
at market place.
Pearson Correlation 1 -.558 .199
Sig. (2-tailed) .000 .190
N 45 45 45
Q 5) Is CSR activities are
having future
opportunities for the
employees working in
banking sector?
Pearson Correlation -.558 1 .014*
Sig. (2-tailed) .000 .929
N 45 45 45
Q 6) Are you satisfied
with the CSR activities
used by NRB Bank?
Pearson Correlation .199 .014 1
Sig. (2-tailed) .190 .929
N 45 45 45
Correlations
Q 7) Do you
think, policies
which are
adopted by top
management
team of NRB
bank are valuable
for employees?
Q 8) Do you
think, CSR
activities will
influence
financial position
of NRB bank?
Q 1) Are you concerned with
concept of CSR activities? Pearson Correlation .305 -.151
Sig. (2-tailed) .042 .322
N 45 45

Q 2) Do you think usage of
CSR activities will help NRB
bank in improving its brand
image among customers?
Pearson Correlation -.116 .216
Sig. (2-tailed) .448 .153
N 45 45
Q 3) According to your
perception, Triple bottom line
method will help NRB bank in
improving their sustainability
at market place or not.
Pearson Correlation .158 -.084
Sig. (2-tailed) .300 .581
N 45 45
Q 4) Do you think, CSR
activities are the only ways
through which banking sector
can enhance its brand image at
market place.
Pearson Correlation .214 .316
Sig. (2-tailed) .158 .035
N 45 45
Q 5) Is CSR activities are
having future opportunities for
the employees working in
banking sector?
Pearson Correlation .018 -.168
Sig. (2-tailed) .909 .269
N 45 45
Q 6) Are you satisfied with the
CSR activities used by NRB
Bank?
Pearson Correlation .733 .029
Sig. (2-tailed) .000 .852
N 45 45
Correlations

Q 1) Are you
concerned
with concept
of CSR
activities?
Q 2) Do you
think usage of
CSR
activities will
help NRB
bank in
improving its
brand image
among
customers?
Q 3)
According to
your
perception,
Triple bottom
line method
will help
NRB bank in
improving
their
sustainability
at market
place or not.
Q 7) Do you think,
policies which are
adopted by top
management team of
NRB bank are valuable
for employees?
Pearson
Correlation .305 -.116 .158
Sig. (2-tailed) .042 .448 .300
N 45 45 45
Q 8) Do you think, CSR
activities will influence
financial position of
NRB bank?
Pearson
Correlation -.151 .216 -.084
Sig. (2-tailed) .322 .153 .581
N 45 45 45
Correlations

Q 4) Do you
think, CSR
activities are
the only ways
through which
banking sector
can enhance
its brand
image at
market place.
Q 5) Is CSR
activities are
having future
opportunities
for the
employees
working in
banking
sector?
Q 6) Are you
satisfied with
the CSR
activities used
by NRB
Bank?
Q 7) Do you think,
policies which are
adopted by top
management team of
NRB bank are valuable
for employees?
Pearson Correlation .214 .018 .733
Sig. (2-tailed) .158 .909 .000
N 45 45 45
Q 8) Do you think, CSR
activities will influence
financial position of
NRB bank?
Pearson Correlation .316 -.168 .029
Sig. (2-tailed) .035 .269 .852
N 45 45 45
Correlations
Q 7) Do you
think, policies
which are
adopted by top
management
team of NRB
bank are valuable
for employees?
Q 8) Do you
think, CSR
activities will
influence
financial position
of NRB bank?

Q 7) Do you think, policies
which are adopted by top
management team of NRB
bank are valuable for
employees?
Pearson Correlation 1 .113
Sig. (2-tailed) .462
N 45 45
Q 8) Do you think, CSR
activities will influence
financial position of NRB
bank?
Pearson Correlation .113 1
Sig. (2-tailed) .462
N 45 45
Regression
a. Dependent Variable: Q 1) Are you concerned
with concept of CSR activities?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .149a .022 .000 1.272
a. Predictors: (Constant), Q 2) Do you think usage of CSR
activities will help NRB bank in improving its brand image
among customers?

ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression 1.584 1 1.584 .978 .328b
Residual 69.616 43 1.619
Total 71.200 44
a. Dependent Variable: Q 1) Are you concerned with concept of CSR activities?
b. Predictors: (Constant), Q 2) Do you think usage of CSR activities will help
NRB bank in improving its brand image among customers?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.890 .408 7.087 .000
Q 2) Do you think
usage of CSR activities
will help NRB bank in
improving its brand
image among
customers?
-.140 .141 -.149 -.989 .328
a. Dependent Variable: Q 1) Are you concerned with concept of CSR activities?
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method

1
Q 4) Do you
think, CSR
activities are
the only ways
through
which
banking
sector can
enhance its
brand image
at market
place.b
. Enter
a. Dependent Variable: Q 3) According to your
perception, Triple bottom line method will help
NRB bank in improving their sustainability at
market place or not.
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .163a .026 .004 1.371
a. Predictors: (Constant), Q 4) Do you think, CSR activities
are the only ways through which banking sector can
enhance its brand image at market place.
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression 2.193 1 2.193 1.167 .286b

Residual 80.785 43 1.879
Total 82.978 44
a. Dependent Variable: Q 3) According to your perception, Triple bottom line
method will help NRB bank in improving their sustainability at market place or
not.
b. Predictors: (Constant), Q 4) Do you think, CSR activities are the only ways
through which banking sector can enhance its brand image at market place.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 3.430 .429 7.994 .000
Q 4) Do you think, CSR
activities are the only
ways through which
banking sector can
enhance its brand image
at market place.
-.162 .150 -.163 -1.080 .286
Regression
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method

1
Q 6) Are you
satisfied with
the CSR
activities used
by NRB
Bank?b
. Enter
a. Dependent Variable: Q 5) Is CSR activities
are having future opportunities for the
employees working in banking sector?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .014a .000 -.023 1.583
a. Predictors: (Constant), Q 6) Are you satisfied with the
CSR activities used by NRB Bank?
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression .020 1 .020 .008 .929b
Residual 107.758 43 2.506
Total 107.778 44
a. Dependent Variable: Q 5) Is CSR activities are having future opportunities for
the employees working in banking sector?

b. Predictors: (Constant), Q 6) Are you satisfied with the CSR activities used by
NRB Bank?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.735 .535 5.107 .000
Q 6) Are you satisfied
with the CSR activities
used by NRB Bank?
.016 .183 .014 .089 .929
a. Dependent Variable: Q 5) Is CSR activities are having future opportunities for the employees
working in banking sector?
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Q 8) Do you
think, CSR
activities will
influence
financial
position of
NRB bank?b
. Enter
a. Dependent Variable: Q 7) Do you think,
policies which are adopted by top management
team of NRB bank are valuable for employees?
b. All requested variables entered.

Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .113a .013 -.010 1.289
a. Predictors: (Constant), Q 8) Do you think, CSR activities
will influence financial position of NRB bank?
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression .916 1 .916 .552 .462b
Residual 71.395 43 1.660
Total 72.311 44
a. Dependent Variable: Q 7) Do you think, policies which are adopted by top
management team of NRB bank are valuable for employees?
b. Predictors: (Constant), Q 8) Do you think, CSR activities will influence
financial position of NRB bank?
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.483 .414 5.991 .000

Q 8) Do you think, CSR
activities will influence
financial position of
NRB bank?
.116 .156 .113 .743 .462
a. Dependent Variable: Q 7) Do you think, policies which are adopted by top management team
of NRB bank are valuable for employees?
Data Interpretation
Theme 1: Concept of CSR activities
Q 1) Are you concerned with concept of CSR
activities?
Frequency
a) Very Concerned 25
b) Concerned 5
c) Neither concerned or Unconcerned 5
d) Not really concerned 5
e) Not concerned at all 5

Interpretations : CSR is refers to corporate social responsibilities, as in this organisation
organisation have to make sure that the activities performed by them are those which can pose
some benefits to society and also by which society will gain some profits of them. From the
above graph it has been interpreted that, out of 45 employees, 25 are very much concerned with
this, as due to which they are able to attain the benefits of them. Where as, 5 were those which
have knowledge of this, and able to gain few benefits of them. Along with this, 5 are those which
are neither concerned nor unconcerned, and 5 are not really concerned. Also 5 are those which
are not not connected at all.
Theme 2: CSR activities will help NRB bank in improving its brand image among customers
Q 2) Do you think usage of CSR activities will
help NRB bank in improving its brand image
among customers?
Frequency
a) Agree 15
b) Strongly agree 15
c) Neutral 5
25
5
5
5
5
a) Very Concerned
b) Concerned
c) Neither concerned or
Unconcerned
d) Not really concerned
e) Not concerned at all

d) Disagree 5
e) Strongly disagree 5
Interpretation: As CSR activities are very much helpful for an organisation in
improving their relationship and image with their customers. Therefore, it is very much possible
for NRB bank to improve their image among customers. From the given data it has been
interpreted that, 15 are agree with this, and 15 are strongly agree with this. Where as 5 are
neutral and do not give their thoughts where as 5 were disagree and 5 are strongly disagree.
Theme 3: Triple bottom line method will help NRB bank in improving their sustainability at
market place or not.
Q 3) According to your perception, Triple
bottom line method will help NRB bank in
improving their sustainability at market place
or not.
Frequency
a) Agree 10
15
15
5
5
5
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

b) Strongly agree 20
c) Neutral 2
d) Disagree 5
e) Strongly disagree 8
Interpretation : From the above stated graph, it has been interpreted that as per the the
20 responders, Triple bottom line method will help NRB bank in improving their sustainability at
market place as this line increases the revenue an reduces the energy expenses of the firm. Apart
from this 10 are agree with this statement as the triple bottom line reduces the waste expenses
and water expenses of the firm and also enhance the employee productivity. Apart from this the
rest all are disagree with this statement as according to their viewpoint they think that the triple
bottom line brings the conflicts and create the disputes between the management of the
organisation.
Theme 4: CSR activities are the only ways through which banking sector can enhance its brand
image at market place
10
20
2
5
8
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

Q 4) Do you think, CSR activities are the only
ways through which banking sector can
enhance its brand image at market place.
Frequency
a) Agree 15
b) Strongly agree 5
c) Neutral 10
d) Disagree 12
e) Strongly disagree 3
INTERPRETATION: Corporate social responsibility means to mange their business
activities or operations to maintain its sustainability at market place and create positive impact on
society. It helps every sector to enhance their growth or develop an economy in an effective
manner, in context to this, banking sector, Corporate social responsibility aids them for
enhancing its brand image in the market for attracting customers and retaining old customers for
longer duration to time. As per the above pie chart, it has been evaluate that, out of 45
15
5
10
12
3
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

respondents, 15 respondent says that they are agree as that CSR helps banking sector to enhance
its brand image. On the other hand, 5 respondents are strongly agree from the CSR activities as
well as 10 are neutral they says CSR can or help or cannot helps banking sector for enhancing its
brand image. Also, 12 respondents are disagree as they this CSR not aids banking sector for
enhancing its BRAND images and remaining 8 respondents are strongly disagree from this.
Theme 5: CSR activities are having future opportunities for the employees working in banking
sector
Q 5) Is CSR activities are having future
opportunities for the employees working in
banking sector?
Frequency
a) Agree 15
b) Strongly agree 10
c) Neutral 10
d) Disagree 5
e) Strongly disagree 10

Interpretation: As per the above mentioned graph it has been analysed that 15
respondents out of 45 agrees that for those employees who are working in a banking sector, CSR
activity having future opportunities. On the other hand 10 respondents strongly agreed on the
point that CSR activity is having bright future for the staff member who is currently working in
the banking sector. Reason behind this they belief that by helping society in their development,
they attract more customers towards their bank. 10 respondents are neutral about this, as they
thought it will aid them to attract more customers but on the other hand require large amount of
funds. 5 respondents are not agree with the fact that CSR activity creates opportunities for the
employees. Remaining 10 respondents are strongly disagree with the fact that with the help of
CSR activity banking sector having opportunities for their employees.
Theme 6: Satisfied with the CSR activities used by NRB Bank
Q 6) Are you satisfied with the CSR activities
used by NRB Bank?
Frequency
a) Extremely Satisfied 12
b) Very Satisfied 8
15
10 10
5
10
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

c) Moderately Satisfied 15
d) Slightly Satisfied 5
b) Not satisfied 5
INTERPRETATION: As per the above specified pie chart, it has been analysed that,
out of 45 respondents, 12 respondent says that they are extremely satisfied from CSR activities
which is used by NRB bank in an effective manner and 8 respondents are very satisfied with the
CSR activities. On the other hand, 15 respondents are moderately satisfied because they are
neutral from this. Also, 5 respondents slightly satisfied and remaining 5 respondents are not
satisfied because they are not aware from Corporate social responsibility.
Theme 7: Policies which are adopted by top management team of NRB bank are valuable for
employees
Q 7) Do you think, policies which are adopted
by top management team of NRB bank are
valuable for employees?
Frequency
12
8
15
5
5
a) Extremely Satisfied
b) Very Satisfied
c) Moderately Satisfied
d) Slightly Satisfied
b) Not satisfied

a) Agree 10
b) Strongly agree 15
c) Neutral 8
d) Disagree 7
e) Strongly disagree 5
Interpretation: From the above picture, it is identified that 10 candidates favours agrees that
policies framed by top level managers are valuable for employees, 15 individuals favours it
strongly, 8 favours it neutrally, 7 individuals does not favour it and remaining 5 individuals
strongly disagree. So it is interpreted that with policies framed by top level are important to be
followed by employees of NRB bank.
Theme 8: CSR activities will influence financial position of NRB bank
Q 8) Do you think, CSR activities will
influence financial position of NRB bank?
Frequency
10
15
8
7
5
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

a) Agree 15
b) Strongly agree 12
c) Neutral 10
d) Disagree 5
e) Strongly disagree 3
Interpretation: As per above graph, it is clear that as per view of 15 candidates, CSR
activities affects financial performance of NRB bank, 12 individuals strongly agree it, 10
candidates are neutral to it, 5 candidates disagree it and remaining 3 individuals strongly disagree
this point. So it is interpreted that CSR activities influence financial position of NRB banks
because this creates base for consumers and investors.
Questionnaire for top management
15
12
10
5
3
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

Q 1) What are the advantages of CSR activities in banking sector?
As per view of majority of respondents, it is identified that role of CSR is important in Banking
sector because this is the segment where people believe allot. People investment money in
banks by analysing their brand image. According to majority of people, it is easy to maintain the
culture of NRB bank. This motivates staff members to perform their business activities in
reliable manner.
Some of the respondents says that there is positive image of NRB bank in the mind of
consumers, so they are able to enhance business activities and attain sustainability in industry.
Q 2) What are the issues and challenges faced by NRB Bank at the time of implementing
CSR activities.
Implementing of CSR activity in Banking sector is not easy because this requires more
disclosure which affects privacy of business operations. This is the major issue according to
majority of top level personnel at NRB bank.
Some of the individuals have view that there is pressure from investor to show and realise their
future policies. This affects confidentiality of operations of NRB bank. This issue stops bank to
implement CSR activities to operation.
While remaining candidates says that there is issue in suppliers relations because of complete
information about financial profits and status of NRB bank. There are possibilities that suppliers
are not ready to provide credit. This affects performance of overall bank in negative manner.
Q 3) What are the best suitable models of brand image will be helpful for NRB bank?
There are different brand image models which helps to improve and maintain same brand image
in industry. Out of such models Aaker Brand equity model and Keller's equity model are best.
Some of the respondents favours for Aakar Brand Equity Model because this is the way through
which it is easy to communicate changes which are taking place in external market. NRB bank
is able to maintain brand image in industry by creating awareness and loyalty among
consumers.
Some respondents favours for Keller's Brand Equity model because this makes easy to
understand what organisation is and how to deal with it. This is the best way through which
consumers are able to understand performance of association.

4.2 Research Instruments
In order to carry out the research study, research instruments are commonly used by
researcher. In the present research, scholar is using questionnaire method in order to conduct
their survey regarding NRB Bank. Reason behind this is it fits with the study design along with
the type of study, for the purpose of gathering information and data from huge population. To
measure the variables, most of the scholar depends upon questionnaire technique. Some of these
variables are demographic variables and so on. For maintaining the accuracy as well as precision
of questionnaire it requires expertise, knowledge along with and care while constructing it. Thus,
in the present research study, the main purpose is to attain objectives along with aim of the
study, questionnaire method is used by scholar.
CONCLUSION
5.1 Reliability And Validity
The term Validity is known as accuracy of conducted research by measuring what does
researcher was supposed to achieve through research whereas reliability is known as the degree
to which the results carried out are consistent and reliable which are based on certain features of
the measurements. According to the research study it is based on descriptive analysis so, no
issues will arise related to reliability and validity.
5.2 Ethical considerations
Ethical consideration is an essential part of a research, as in this, it is duty of researcher to
complete the research in ethical manner. As this help researcher, in collecting information which
is very much authenticated and also help them in providing information which is helpful for
society not harmful. This also help researcher in improving the efficiency of research conducted
by them on some specific topic. For completing the research in ethical manner, in this research,
researcher has chosen questionnaire which will help them in collecting information from their
respondents, which help researcher in making research more ethical and authenticated.

5.3 Limitations of the research
This is considered that to provide in detail about the problems which is faced by an
investigators at the time of research. Along with this, various limitations of the research are
given as below:-
 Time Constraint: This is a major issue which is faced by the researcher at the time of
preparing research report. This is because researchers takes time for solving a research
problem for finding a solution in an appropriate manner. Also, it is compulsory for
investigator to complete a research report at specified time period and they have to covered
all the topics effectively. Along with this, researcher should prepare schedule for giving an
effective research report on time.
 Data collection process: It is a way through which investigator can collect whole
information or data according to their research topic. In order to this, researcher deals with
the problems for selection best method of data collection because in data collection has
various methods so, this become difficult for researcher to chose best one. Along with this,
data collection process is also a major issue which is faced by researcher as it waste
researcher time or resources and provide wrong or inappropriate information.
 Incorporations of participants: Researcher faced various problems from respondents side
as they are not cooperating with researcher at the time of conducting research. So, it create
negative impact on research report and waste the resources accordingly. Along with this,
inefficient support of respondents have also impacted upon the tasks deadline as due to lack
of corporation it was not easier for researcher to complete whole project in provided
deadline.
 Insufficient fund: Another limitation of the current study is related to fund which have been
provided for the investigation. It has been analysed that the company have provided
insufficient fund for this investigation which have created difficulty for investigator as they
were not able to use desired funds to make it a better research.
5.4 Scope for further research
The scope of the current investigation is very vast as CSR is one of emerging activities
which are used by business organisations for enhancing their brand image at market place. Along
with this, it can be said that information gathered in present research will also help other
researcher in conducting another research on similar kind of topic. This is because, information

of current research will work as base for new investigator which will be beneficial for them in
obtaining valuable outcome for the same.
5.5 Timeline
In order to conduct present research in effective manner, investigator will require
approximately 5 months for attaining its aim and objectives. In this regard, investigator have
formulated approximate Gantt chart which will specifically define each and every activity
effectively. The Gantt chart for this investigation have been defined as below:
6.1 Answers to research question
Although CSR is found to be a positive activity undertaken on the part of NRB bank, yet
it is restrained by the financial issues as such kind of activities require massive funds. CSR
activities have assisted the organisation in gaining acceptance from public. These activities have
helped in enhancing the brand image of entity.
6.2 Validation of research objectives
The objectives set within this research are valid as these are relevant to the topic under
study by investigator. Further, these objectives assist the researcher in conducting a critical
analysis of the research topic to arrive at the desired outcomes.
6.3 Conclusion
On the basis of above research, it can be concluded that CSR is a positive initiative that is
taken by companies all across the globe to enhance their brand image as well as sales. However,
there are certain constraints which are faced by the entity while implementing these activities,
such as financial restrictions that restrain an entity from taking efforts in the interest of society.
6.4 Recommendations
On the basis of above discussion, it has been recommended that NRB Bank should
undertake a number of CSR activities such as free meal, shelter and clothing to needy, free
education to poor people, with a view to enhance their brand image in market place. Further, it
has been suggested that entity should allot a specific proportion of budget for undertaking CSR
activities so that they can successfully enhance their goodwill in market place.

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