Association between CSR practices and brand management: A study on Nestle

This study explores the association between CSR practices and brand management, focusing on Nestle. It examines the importance of CSR practices within an organization, the relationship between brand management and CSR, and the ways in which CSR helps in strengthening brand equity. The study also includes a literature review, research methods, data analysis, and recommendations.

MENTAL WEALTH:
PROFESSIONAL
EXCHANGE AND APPLIED
RESEARCH

TABLE OF CONTENTS
PART 1............................................................................................................................................1
Introduction......................................................................................................................................1
Topic............................................................................................................................................1
Background..................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Questions......................................................................................................................1
Literature Review............................................................................................................................2
Research methods............................................................................................................................3
Research type...............................................................................................................................3
Research Approaches...................................................................................................................3
Research design...........................................................................................................................3
Data Collection............................................................................................................................3
Data Analysis...............................................................................................................................4
Sampling......................................................................................................................................4
Analysis and Results........................................................................................................................4
Conclusion.......................................................................................................................................7
Recommendations............................................................................................................................7
PART 2............................................................................................................................................7
Reflective account.......................................................................................................................7
REREFENCES..............................................................................................................................10

PART 1
Introduction
Topic
To study association between CSR practices and brand management
Background
Corporate social responsibility is a kind of self- regulation that contributes in
achievement of social goals by engaging in or volunteering in ethically oriented practises
(Borges and et. al., 2018). Today due to increasing competition CSR has become an important
part of business today due to increasing competition. CSR level of an organization helps the
company in maintaining brand image in a positive manner. CSR level of an organization also
helps in creation of positive impact upon society. But CSR practises are often misunderstood.
Many times companies misunderstand that if they do not have or do not adopt a proper CSR
practise then they are socially irresponsible. It is important for organizations to focus upon
understanding association between CSR practises and brand management.
Aim
Aim of this study is “To study association between CSR practices and brand
management: a study on nestle”.
Objectives
Objectives of this study are:
 To identify importance of CSR practises within an organization
 To analyse relationship between brand management and corporate social responsibility
 To analyse ways in which CSR helps in strengthening brand equity
Research Questions
Research Questions of this study are:
 How CSR practise is important for an organization?
 How CSR and brand management are related to each other?
 What are the ways in which CSR helps in strengthening brand equity?
Literature Review
According to the view of Sharma and Song, (2018) Corporate social responsibility helps
organizations in demonstrating main and important social issues that can be addressed by the
1

organization in a better and appropriate manner which can further help the organization in
attracting a greater number of customers, and increasing brand value. CSR practises are
extremely important for an organization due to variety of reasons. It helps the organization in
bringing improvement within public image of the organization. CSR practises shows customers
dedication, commitment and involvement of the organization in helping others (Lim and
Greenwood, 2017). It helps the organization in developing and maintaining a public image which
further helps the customers in deciding whether to buy products and services from the company
or not. Other than this, appropriate CSR practises helps the organization in increasing brand
awareness and recognition. Involvement of company in social issues further helps the company
in making people aware about their brand, products and services offered by them. It helps the
company in focusing upon environment or sustainability issues. Adoption of sustainability issues
helps the organization in reducing cost associated with packaging, reduce production cost.
As per the view of Bello, Banda and Kamanga, (2017) there is a strong relationship
between CSR practises and brand management. Many companies are focusing upon including
CSR practises in brand management strategies. Not only this, many organizations like Nestle are
also focusing upon advertising involvement of CSR practises adopted by them so that they can
strengthen their brand value and build a positive brand image. CSR practises also helps the
companies to take a positive step towards environment and contribute in resolving environmental
issues. Many organizations like Nestle are focusing upon adopting sustainable packaging,
reducing their carbon footprint so that they can contribute in reducing environmental pollution.
This not only helps them in contributing in resolving environment issues but involvement of
these CSR practises with brand management strategies helps them to reduce their operational
cost, attract their target customers, gain competitive advantage and also strength their brand
image and value. Incorporating CSR practises within brand management strategies has becomes
one of the most important strategy which is adopted by them doe development and maintenance
of a public image.
According to the view of Jermsittiparsert and et. al., (2019) CSR is one of the best
practises that can directly help a company in building brand equity by creating a positive mindset
of consumers. It helps in boosting development of company which further helps them in
enhancing their overall profitability. CSR practises helps in transforming brand equity from
brand reputation.
2

Research methods
Research type
For this dissertation, researcher has focused upon qualitative research type methods.
There are majorly two types of research types: qualitative and quantitative research type.
Qualitative research type focuses upon analysis of non-numerical data in order to answer the
research questions in an appropriate manner (Hennink, Hutter and Bailey, 2020). Whereas,
Quantitative research type focuses upon analysis of numerical data in order to reach conclusion
and achieve main objectives of the research.
Research Approaches
For this dissertation, inductive research approach has been used as it is a qualitative type
of research. There are three main types of research approaches: inductive, deductive and
abductive. Inductive approach is used for testing untested conclusion, Deductive approach is
used when premises are true so that true conclusion can also be achieved by verifying theories
(Park and Park, 2016). Whereas, abductive approach is adopted when there are incomplete
observations to be tested.
Research design
For this dissertation, research has chosen exploratory research design so that final
research questions can be answered in a proper manner. There are three main types of research
design: exploratory, casual and descriptive research design. Exploratory research design helps in
exploring specific aspects of research area (Tracy, 2019). Descriptive research design helps in
describing specific elements of research area. Whereas casual research design is used for
explaining cause and effect relationship within a research.
Data Collection
For this dissertation, primary data collection method has been chosen as it will help in
answering research question in a proper manner and will also help in gaining additional required
information about Nestle and ways in which CSR practises adopted by them is associated with
brand management of the company. Primary data for this dissertation will be collected by
conducting a survey (Litosseliti, ed., 2018). There are two types of data. Primary and secondary
data. Secondary data is already published data that helps in developing a base of the research
study and is collected though books, journals, articles etc. Whereas primary data is collected by
3

the researcher themselves for the first time and can be collected though survey, observations,
interviews etc.
Data Analysis
For this research, researcher has used thematic data analysis method as it is used in
qualitative research studies. There are two main type of data analysis methods: thematic and
statistical data analysis methods. Thematic data analysis method is used for examining data so
that common themes can be identified. Whereas Statistical data analysis is used for quantitative
studies in which mathematical methods are used for analysis of numerical data.
Sampling
For this study non- probability sampling method has been chosen as in this study only
selected participants had a chance of participating in the study. Sample size chosen for this study
is 15 employees working in nestle.
Analysis and Results
Theme 1 Adopted CSR practise
Question 1: Have your company adopted any kind of CSR practise?
Options Frequency
Strongly Agree 8
Agree 4
Disagree 3
Strongly Disagree 0
Figure 1 Nestle adopted any kind of CSR practise
Interpretation: From the above graph it has been analysed that Company has adopted CSR
practise with their business operations. Nestle has also integrated their brand management
4

strategies with their CSR practises. Adoption of CSR practises has helped Nestle to gain
competitive advantage and sustain within the market. It is extremely important for organizations
today to adopt appropriate CSR practises in order to sustain within the market in which they
operate and attract a greater number of customers. there are various kinds of CSR practises that
have become important for organizations to be focused upon due to changing government
regulations. For example, it has become important for organizations to focus upon taking
measures to reduce their carbon footprint.
Theme 2 Adopting CR practise helps in increasing brand image and brand value
Question 2: Do you think adopting CSR practise helps in increasing brand image and brand
value?
Options Frequency
Strongly Agree 7
Agree 6
Disagree 1
Strongly Disagree 1
Figure 2 Adopting CR practise helps in increasing brand image and brand value
Interpretation: From the above graph it has been analysed that it is important for organizations
to focus upon adopting CSR practises in order to increase brand image as well as brand value.
CSR practises helps the organizations in developing positive image of the company in front of
their customers or clients. CSR practises helps the organizations in showing their concern
towards social or environment issues. Not only this, CSR practises also helps companies in
spreading brand awareness so that people can get to know about the company, its processes and
products and services provided by the organization
5

Theme 3 Adaptation of CSR practise helps an organization
Question 3: What ways do you think adaptation of CSR practise helps an organization?
Options Frequency
Helps in reducing packaging cost 4
Helps in reducing production cost 3
Enhancing customer base 6
Others 2
Figure 3 Adaptation of CSR practise helps an organization
Interpretation: From the above graph it has been analysed that there are different ways in which
CR practises adoption helps organization. Some of the respondents says that CSR practises helps
adoption of CSR practises helps the organization in reducing their packaging cost like adopting
sustainable packaging practise reduces overall packaging cost. Some of them says that it helps in
reduction of overall production cost. Some of them says that CSR practise adoption can help the
company in enhancing their overall customer base. Only 2 of them says that there are many other
ways in which adopting CSR practises can help an organization.
Theme 4 Relationship between CSR practises and brand management
Question 4: Do you think there is relationship between CSR practises and brand management?
Options Frequency
Strongly Agree 5
Agree 6
Disagree 2
Strongly Disagree 2
6

Figure 4 Relationship between CSR practises and brand management
Interpretation: From the above graph it has been analysed that there is a strong relationship
between brand management and CSR practises. CSR practises can directly help an organization
to manage brand image, value and awareness abut the brand.
Conclusion
It is summarized that it is important for organizations to focus upon adopting CSR practises in
order to increase brand image as well as brand value. CSR practises helps the organizations in
developing positive image within society and stakeholders. Nestle has adopted various kinds of
CSR practices in effective way. Moreover, it has enabled them in creating brand image in
market. Besides that, there is relationship between CSR practices and Brand management. The
company has properly contributed towards society with the help of different programs and
initiatives. It has become an integral part of company. So, any change in practice directly affect
on operations as well as brand image. This may be either positive or negative. practises helps in
transforming brand equity from brand reputation. It has become a weapon for firm to compete in
the market.
Recommendations
However, there are certain recommendations which Nestle can follow in order to implement its
CSR practices in effective way. They are defined as below
The company should take suggestions from stakeholders and then form CSR practice. It will also
enable them in getting their support in implementing it.
Nestle can follow the Caroll model of CSR which consist of 4 areas where practice can be
initiated. This will help in proceeding in systematic way and in all areas.
7

The organisation must regularly review their CSR initiative and practices so that changes can be
made into it by finding out weak areas. This will result in ensuring brand management as well.
Here, positive image can be created as well of firm in industry
They must donate and engage in charitable contributions. With that they can maintain brand
reputation in market.
The company should ensure that there are proper health and safety tools and equipment at
workplace.
PART 2
Reflective account
Knowledge of conducting digital, social and economic space and use of ICT
During development of this module information and communication technology played a
vital role in collection of data. I have used digital and social space for collection of primary data.
I have used information and communication technology for connecting with people working
within Nestle so that I can conduct a survey and collect required primary data. However, it was a
bit difficult to connect with the respondents for conduction of a survey though social media but
due to the current pandemic situation conducting survey though social media was an only option.
ICT played a vital role in completion of this module in many ways. It not only helped in
collection of primary data and collection of secondary data for theoretical analysis or for building
base for the dissertation. I had used internet for exploration of digital space for completion of this
dissertation. Internet was one of the best ICT technologies that provided me with digital space
that further helped me in collecting secondary data for literature review. I had used social
networking sties for exploration of social space for completion of this dissertation. Social media
was one of the best ICT technologies that provided me with social with the help of which I was
easily able to conduct survey for collection of primary data. It was extremely important for me to
focus upon using my knowledge of digital and social space by using information and
communication technology. Knowledge of digital and social space helped me a lot in completion
of this module in an appropriate manner. But without using ICT it was a bit difficult to gather
data in order to answer research question in a proper manner. Not only this, usage of ICT also
helped me in making poster presentation in a proper manner.
8

Role in creating organizational culture through research
My role in creation of organizational culture though this research was adequate. This was
majorly because Nestle has already adopted different kinds of CSR practises which helps them in
maintaining their brand vale and brand image in a proper and appropriate manner. But with the
help of this research, other organizations can understand association between CSR practices and
brand management. Organizations can use this research to understand importance of CSR
practises and ways in which it can help them to gain competitive advance, increase awareness
about brand, its processes, products and services sold by them. This can be used by organizations
to understand different kinds of CSR practises that can be focused upon by them which can help
them in enhancing their CSR level which will further help them in bringing improvement within
their brand image. It is also useful in understand measures taken by government towards
environment or social issues and CSR practises that are important for organizations to be focused
upon and adopted by organizations. So, this research is useful and plays a vital role for
organizations in creation of organizational culture. Organizations can use this research and
integrate CSR practises within their business processes for development of organizational
culture.
Experience gained during development of module
Experience gained by me during development of this module can be explained with the
help of Gibbs reflective cycle model.
Description
This module helped me in gaining experience of ways in which a research paper is
developed. With the help of this module I was able to gain understanding of different kinds of
research methods that can be used within the research study for answering main research
questions and reaching to the conclusion. This module also helped me in gaining understanding
and knowledge about CSR practises and ways in which it is associated with brand management.
It is related to my professional career as well. it has further helped in in development of different
kinds of skills that are required for successful development of professional career.
Feelings
After completion of this module I am feeling a bit confident that I do another research in
a better manner by using appropriate research method for achieving main objectives. After this
module I was also able to understand different kinds of practises that can be carried out within an
9

organization that can not only help in development of positive culture within an organization but
can also help in developing positive image within customers. This module is helpful for me as it
has helped in gaining new skills and knowledge which is further helpful for me in development
of my professional career.
Evaluation and analysis
After evaluation of this module I have analysed that this module has helped in enhancing
my presentation skills. It has not only helped in understanding ways in which presentation is
made it has also helped me in understanding ways in which presentation is delivered. This
module has further helped in enhancing my research skills for data collection. It has further
helped me in gaining experience related to my business specialization which will further help me
in developing a strong career. This module has not only helped me in gaining or enhancing new
skills and knowledge but has also helped me in understanding my weaknesses that are required
to be improved. Such as I need to bring improvement within my oral communication skills as in
this, I faced many problems in recording oral presentation.
Action plan
In order to bring improvement within my knowledge and skills for development of career
in my business specialization. I need to bring improvement within my oral communication skills.
In order to bring improvement within my oral communication skill I will try to attend online
classes for bringing improvement within my communication skills. I will also watch others
presentations so that I can practise and bring improvement within my oral communication skills.
10

REREFENCES
Books and journals
Bello, F.G., Banda, W.J. and Kamanga, G., 2017. Corporate social Responsibility (CSR)
practices in the hospitality industry in Malawi. African Journal of Hospitality, Tourism
and Leisure. 6(3). pp.1-21.
Borges, M.L., and et. al., 2018. Corporate Social Responsibility (CSR) practices developed by
Brazilian companies: an exploratory study. International Journal of Sustainable
Development & World Ecology. 25(6). pp.509-517.
Hennink, M., Hutter, I. and Bailey, A., 2020. Qualitative research methods. SAGE Publications
Limited.
Jermsittiparsert, K., and et. al., 2019. Do consumers expect companies to be socially responsible?
The impact of corporate social responsibility on buying behavior. Uncertain Supply
Chain Management. 7(4). pp.741-752.
Lim, J.S. and Greenwood, C.A., 2017. Communicating corporate social responsibility (CSR):
Stakeholder responsiveness and engagement strategy to achieve CSR goals. Public
Relations Review. 43(4). pp.768-776.
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Park, J. and Park, M., 2016. Qualitative versus quantitative research methods: Discovery or
justification?. Journal of Marketing Thought, 3(1), pp.1-8.
Sharma, Z. and Song, L., 2018. Corporate social responsibility (CSR) practices by SIN
firms. Asian Review of Accounting.
Tracy, S.J., 2019. Qualitative research methods: Collecting evidence, crafting analysis,
communicating impact. John Wiley & Sons.
11

APPENDIX
Questionnaire
1. Have your company adopted any kind of CSR practise?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
2. Do you think adopting CR practise helps in increasing brand image and brand value?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
3. What ways do you think adaptation of CSR practise helps an organization?
 Helps in reducing packaging cost
 Helps in reducing production cost
 Enhancing customer base
 Other
4. Do you think there is relationship between CSR practises and brand management?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
12