CSR Impact on Brand Equity and Consumer Behavior

This assignment delves into the significant influence of Corporate Social Responsibility (CSR) on brand management. It examines how CSR initiatives shape consumer perceptions, loyalty, and ultimately drive purchase decisions. The analysis explores various academic sources and online resources to understand the link between CSR and brand equity, considering factors like customer satisfaction, brand image, and financial performance. Furthermore, the assignment investigates the challenges organizations face in maintaining their brand image through CSR activities and how different generations respond to CSR-driven consumer trends.

Research Project
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TABLE OF CONTENTS
ABSTRACT....................................................................................................................................1
1. INTRODUCTION.......................................................................................................................2
1.1 Overview................................................................................................................................2
1.2 Factors which are contributing into research project.............................................................3
1.3 Research aims and objectives................................................................................................3
2. LITERATURE REVIEW............................................................................................................5
2.1 Overview................................................................................................................................5
2.1 Link between CSR and brand relationship............................................................................5
2.2 Impact of branding on consumer purchase decision towards Esprit company......................6
2.3 Effect of CSR on brand relationship in Esprit company.......................................................7
2.4 Exploring the four dimensions (Economic, Legal, Ethical and Philanthropic responsibility)
in relation of the brand.................................................................................................................7
3. RESEARCH METHODOLGY...................................................................................................9
3.1 Overview................................................................................................................................9
3.2 Research Approach................................................................................................................9
3.3 Research Design....................................................................................................................9
3.4 Research philosophy..............................................................................................................9
3.5 Research Type.....................................................................................................................10
3.6 Data Collection methods......................................................................................................10
3.7 Ethical consideration...........................................................................................................10
3.8 Research Limitation.............................................................................................................11
4. DATA ANALYSIS...................................................................................................................12
4.1 Overview..............................................................................................................................12
4.2 Thematic analysis................................................................................................................12
5. CONCLUSION AND RECOMMENDATION........................................................................16
5.1 Conclusion...........................................................................................................................16
5.2 Recommendations................................................................................................................16
REFERENCES..............................................................................................................................18
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ABSTRACT
The objective of current study is to investigate the impact of corporate social
responsibility on brand trust and brand satisfaction. Nowadays, it has become crucial for
organisations to identify the advantage of CSR because it is having both negative and positive
impact on entity. It seems that, with the help of CSR companies are able to maintain their brand
image and build trust within customers which assists them in achieving their goals and
objectives. The present research report is based upon Esprit which deals in manufacturing of
clothing, footwear, housewares, jewellery.
The main aim of present report is to scrutinise the impact of CSR on brand trust and
brand satisfaction for Esprit. With the help of this project, it has been found that whether there
will be positive impact of CSR on brand trust and brand satisfaction on organisation. Further,
data which has been collected by researcher is very useful because through this they get reliable
and authenticate information about the topic.
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1. INTRODUCTION
1.1 Overview
Corporate Social Responsibility refers to the responsibility of business to pursue with
those policies and procedures to make decisions which are desirable for the organisation and add
value towards society. CSR is all about voluntary participations where organisation needs to
facilitate the society by philanthropic activities. Philanthropic activity is considered as part of
CSR because charitable activities are performed by organisation for the welfare of people and
building a strong brand image in competitive market (Choi and La, 2013). CSR activities,
support in making sturdy customer base. The concept of CSR has also increased the importance
of legal bindings which are imposed on corporates by government. Brand relation consists with
trust, satisfaction and attachment which gives an opportunity to entity to build them strongly. If
company is conducting any CSR activity in organisation, then it may impact on their business
objectives and on brand to retain in market for a long period of time (Edmans, 2012). So, if
customers are happy with the services of organisation, then it became easy for firm to maintain
brand trust with them and satisfy their needs accordingly.
Background of study
In modern era, it is essential for organisation to make strong relationship with customers
and satisfy their needs by offering different kind of products and services. Else, CSR is
considered as voluntary participation where organisation is free to participate or not to
participate in these activities. CSR is having indirect impact on productivity of organisation
which makes possible for entity to create competitive edge in marketplace. As there are different
ways in which organisation can build trust with customers so that they can retain them for a long
period of time. CSR initiatives is a key metric for the successful development of business
activities which are performing by organisation (He, Li and Harris, 2012). Through this
consumer are wishing to give reward in positive manner to entity and showing that they are
happy with the services of company which are providing by them.
Background of the organisation
The present study is proposed with Esprit which is public owned company and
manufactures different kinds of stuffs to satisfy the yearnings of customers. This company
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generates huge profits from worldwide sale and with its branches operating in more than 1000
stores which is distributing products through wholesale location. As this company is
participating in different programmes which are organised by government which gives
opportunity to organisation to improve their existing performance also. An aim of this firm is to
conduct different types of programmes of CSR through which they can attract large customers.
This company has adopted different strategies where organisation can build strong image in front
of customers and beat their revivals (Green and Peloza, 2011). With the help of CSR programme,
organisation can easily build strong position in market and can maintain strong brand trust with
customers.
1.2 Factors which are contributing into research project
The scholar is required to determine the persistence of research work that in which
manner it will provide value to relevant parties. It is important for researcher to determine the
rationale and factors behind conducting research on specific topic. However, in modern era
companies are facing pitfalls regarding building a strong brand trust and brand satisfaction due to
many factors. This research helps researcher in identifying the impact of CSR on brand trust and
brand satisfaction of organisation (Hsu, 2012). This will help to organisation in taking fruitful
decision in regards to analysing positive impact of CSR on business functions.
1.3 Research aims and objectives
Main aim of research is “To identify the impact of CSR on brand trust and brand
satisfaction”. For this case study on Esprit company is taken for purpose of this analysis.
Moreover, research work will emphasise on accomplishing with following list of objectives:
 To examine the relationship between CSR and the brand relationship (i.e. brand trust and
brand satisfaction and brand attachment)
 To assess the impact of brand relationship on consumer behavior and consumers’
purchase intention
 To explore the four dimensions (Economic, Legal, Ethical and Philanthropic
responsibility) in relation of the brand.
 To recommend the ways in which organisation can implement suitable strategies for
improving their build trust among their customers.
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Research Question
 What is the impact of CSR on brand relationship which includes both trust and
satisfaction in Esprit organisation?
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2. LITERATURE REVIEW
2.1 Overview
The scholar needs to conduct an in-depth review of information which is published in
secondary sources such as newspapers, books, journals etc. With the help of this researcher will
be able to generate in-depth information which is related to specific field of study. Along with
this, it will help them in generating valuable and reliable outcomes. There are many theories and
models which has been evaluated for this section. Apart from this, different views of authors
have been compared and opinion is given by them in regard to impact of CSR on brand trust and
brand image.
2.1 Link between CSR and brand relationship
In modern era, businesses use brand to create and communicate their identity in order to
build their image. Brand trust and satisfaction is considered as successful valuable assets of
company because customers identify products and services through respective brand. More
importantly whilst branding makes easier for customers to identify products and makes simple to
develop brand loyalty. Although, brand trust depends upon consumer’s faith towards products
and services of entity. According to Lee and et. al., (2013), it is stated that CSR and branding are
having number of linkage specially through corporate reputation, consumer attribution and trust.
They suggest that both characteristics of customers such as personal judgement and company
characteristics such as reputation are the factors which is influence branding outcomes. In this
CSR activities and company brand itself also impact on the way of consumer perceive.
Moreover, brand trust must be maintained not only to foster consumer loyalty but also to achieve
sustainable competitive advantage (Mourad and Serag Eldin Ahmed, 2012). Apart from that
brand trust of organisation is positively closely related to brand attachment. If organisation had
maintained trust with their customers in regard to providing goods and services, then it
ultimately attracts consumers towards the brand of company. Brand-decision of company is
taken with the interest of making the brand selection for customers (Pérez and et. al., 2013). With
the help of this, entity can increase the loyalty with customers and will achieve their existing
objectives.
CSR supports organisation in building a corporate reputation which has several
connections with brand trust. The link between CSR and brand trust and satisfaction can be
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concluded when ethical or social values are apparent in product services. As per view of Lee,
Lee and Li (2012), it is reserved that CSR increases the loyalty and build a trust mechanism
where customer can easily feel goods regarding the products and services which are using by
them of Esprit company.
2.2 Impact of branding on consumer purchase decision towards Esprit company
As stated by Enakshi Sharma (2015), branding is immensely significant for each and
every business. If there is a strong brand image of organisation, then it can influence behaviour
of consumer towards firm favourably. It has strongly impact on the perception in relation to the
behaviour which are displayed by consumers. Perception is having vital role in decision making
process of consumers. In competitive market, products are not only patronized due to their
characteristics or functional use, but also due to the psychological aspects which are associated
with that.
Every company is required to perform their function in effective manner in order to
enhance their performance in international market. Brand trust and satisfaction of company is
having impact on the consumer behaviour of people. If brand of entity is good, then it will
become easy for managers to attract customers and take effective decision regarding purchase
consideration. Esprit have to use different methods and techniques to improve their brand
relationship in international market (Lombart and Louis, 2014). Through this large number of
customers are attracted towards goods and services of company. In Esprit company, it is
responsibility of manager to properly analyse buying behaviour of buyer reaction which is
having impact on the success of firm. For this, firm can implement different marketing concepts
through which they can easily understand the actual needs of customers.
According to Loureiro, Sardinha and Reijnders (2012), it is depicted that brand of
company is not necessarily translating into charging premium price from their customers. But
they help to organisation in capturing large market share in crowded market place. As brand
gives a reason to customers to their products instead of their competitors. Along with this, it
helps to Esprit company to increase their customer base and generate profit to meet out with their
expenses. Further, CSR activities may impact on the consumer behaviour in terms of purchasing
their products. Because it will give little impact on the price of products which are set by
organisation as cost can be high or low. So, indirectly it will also affect to the company profit
and brand satisfaction.
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2.3 Effect of CSR on brand relationship in Esprit company
The activities of corporate social responsibility are observed as carefully not only by
environmental friendly but also attracting large number of customers through which organisation
can build trust among them. Social responsibilities help the firm to enhance their goodwill in
competitive market. The manager of Esprit company is alleged with CSR activities which are
conducted by firms and supporting them in making sturdy position in market (Mandhachitara
and Poolthong, 2011). This company must focus on philanthropic activities through which
company can receive more favourable brand attitude towards organisation. In this activity, it
positive affect to environment, communities, employees, customers. Through it help to
organisation in building their positive image in front of their competitors and customers.
In modern era, it become essential to conduct these types of activity which also gives
positive impact to organisation. Moreover, it assists to organisation in gaining brand trust and
satisfaction. As there is different model of CSR which may help to organisation in identifying the
impact of these activities. Four dimensions of CSR are; economic, legal, ethical and
philanthropic responsibility (Martínez and del Bosque, 2013). As per these dimension, it is the
major responsibility of organisation to comply with all legal laws and regulations which ensures
that company is providing all products and services ethically.
As stated by Matute‐Vallejo, Bravo and Pina (2011), it is inferred that an effect of CSR
activity on brand trust and satisfaction is having both positive and negative impact. For example,
if there is large organisation which is earning huge amount of profit, then it is easy for them to
conduct these types of programmes which ultimately gives positive impact. But, for smaller
organisations, sometimes it become difficult to align with these kind of events and project, it
may be due to lack of funds or resources. So, it may become difficult for them in building
positive brand trust between the customers.
2.4 Exploring the four dimensions (Economic, Legal, Ethical and Philanthropic responsibility) in
relation of the brand
According to Carroll (2016), CSR encompasses with economic, ethical, legal and
discretionary (philanthropic) responsibilities that has to be perform by company. As this set out
the responsibilities where organisation can create foundation in which they can satisfy the needs
of society. An explanation of these four as enumerated as below;
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Economic responsibility - Here, business should have an economic responsibility
towards the society through which they can build strong brand trust with them. As society allows
to organisation to generate the profits by adding more value in their goods and services and
doing all these thing is giving benefit to stakeholders also. An economic system of company is
having vital importance where many concepts of business apply towards financial effectiveness,
marketing strategies and many more.
Legal responsibilities - In modern era, to establish or run existing business are become
so difficult because they have to comply with all rules, regulations, laws which are framed by
government (Shah and et. al., 2012). So, it become legal responsibility of Esprit to comply with
all at federal, state and local level. It gives opportunity to organisation in offering ethical services
to customers.
Ethics responsibilities – The normative expectation of societies holds that to follow all
laws are essential but they are not sufficient. In addition to this, customers or society are
expecting for companies to conduct and operate their affairs in ethical manner. As stated by Shah
and et. al., (2012) it is reserved that while taking an ethical responsibility, it implies that entity
will embrace those activities, standards or norms in order to sustain in market. These
responsibilities include, to become good corporate citizens, recognising business integrity and
ethical behaviour and many more.
Philanthropic responsibilities – It include all forms of business development. It is
considered as voluntary or discretionary activity for organisation. Moreover, it gives an
opportunity to organisation to participate in social activities so that they can something for
customers and societies (Gatti, Caruana and Snehota, 2012). While taking part in such kind of
activity, brand of entity can also improve and can build strong relation with customers.
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3. RESEARCH METHODOLGY
3.1 Overview
This section is developed for acknowledging the scholars about what tools and techniques
are to be used for conducting this type of research. Along with this, it also guides researcher to
use these methods in appropriate manner and study the research in effectual manner (Lai and et.
al., 2010). Under this session discussion over research approach, design, philosophy, data
collection, ethical consideration, sampling has been done. Moreover, it will help to researcher to
get the answer of their research question in appropriate manner. So, for this several tools and
techniques has been discussed as below in identifying the impact of corporate social
responsibility on brand trust and satisfaction.
3.2 Research Approach
For conducting any type of research, it is essential to examine research approach as it will
enlighten the way in which research will conducted. It assists in identifying the tools which are
needed to be involved in investigation so that aims and objectives can be determined in effective
manner (Kang and Hur, 2012). There are two types of research approach i.e. inductive and
deductive. Inductive approach, initiates with collection of data related to specific subject matter
and through this theory are framed. However, deductive approach is initiative with analysing
existing theories so that positive or negative hypothesis can be established. For current research
project, inductive approach is used where data is collected from different sources and different
theories can be developed on the basis of specific observation.
3.3 Research Design
While conducting any research, it become important to plan the work in systematic
manner. Research design will help to investigator to work in proper direction in efficient and
organised way (He and Li, 2011). There are different types of research are there i.e. descriptive,
experimental, exploratory and many more. For present research topic, descriptive method is used
in-depth analysis of topic has been done.
3.4 Research philosophy
It is considered as systematic process where research is conducted in appropriate manner.
With the help of this, scholar will receive more accurate and reliable information about the
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current topic (Berens, Van Riel and Van Bruggen, 2013). Two types of research philosophies are
there i.e. positivism and interpretivism. For identifying the impact of CSR on brand trust and
satisfaction interpretivism philosophy is used. In this interpretation of different view of authors
has been compared.
3.5 Research Type
There are different types of researches which can be used by author for analysing their
present topic. There are qualitative and quantitative. Quantitative research is considered to
identify the main purpose of quantification of data. Here data is collected through large number
of population and accordingly various views and opinions are analyses. Apart from that in
qualitative data, it is suitable for gaining an in-depth understanding of underlying the reasons and
motivations (Torres and et. al., 2012). Through this, various ideas and hypotheses are generated
and it can be in positive or negative way. For identifying the impact of CSR on brand trust and
brand satisfaction on Esprit company, qualitative data is used.
3.6 Data Collection methods
There are different sources of data in which information can be collected by investigator
i.e. primary and secondary. In primary source, information will be collected through
questionnaire so that views of respondents can be examined. But in case of secondary, data will
gather through books, articles, government records or internet (Wu and Wang, 2014). For
identifying the impact of CSR on brand trust and satisfaction on Esprit company, information is
collected through secondary source.
3.7 Ethical consideration
Being ethical and conducting the research in proper transparent manner, it shows that
research has been conducted in appropriate manner. In this part, there are some assumption
which has to be assume that the research is complete without following ethical norms and
standards. Below mention are some ethical aspects which has followed by researcher for
conducting present study:
Restricted access – The present study is on to analyse the impact on CSR on brand trust
and satisfaction on Esprit company are entirely based on secondary data (Melo and Galan, 2011).
Thus, it requires number of websites, data or records in order to collected the information in
appropriate manner. However, there are some websites which cannot be access by scholar to
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gather the information and these websites shows show access denied. So, in this case it requires
to take permission from owner of websites.
Citing work of scholars – This present study focuses on the to identify CSR impact on
organisation and for this data is collected through secondary source. While there are many
writers where information is collected by researcher and citing their name should be in ethical
manner which also maintain the accuracy of data.
3.8 Research Limitation
The research cannot be completed without any limitation. While conducting this research,
there are many issues and limitations which can be face by researcher in order to conclude valid
conclusion (Popoli, 2011). While collecting information from secondary source which includes;
books, journals. Further, while gathering data through this method limited information is
provided by government. Researcher has to identify all the limitation so that they can appropriate
action to examine the impact of CSR on organisation.
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4. DATA ANALYSIS
4.1 Overview
This section presents the main findings of data on which information is collected. Based
on these findings, interpretation is done so that valid conclusion can be determined. The data
which has been collected through books, journals or websites, themes are made on the basis of
that. For evaluation this data, qualitative data is used (Hur, Kim and Woo, 2014). While
following these method, it will help to researcher in properly identifying the impact of CSR on
company which is also becoming current issues for them in accounting finance of company.
4.2 Thematic analysis
Theme 1: Social Activities is creating customer loyalty feelings towards company engaged
in CSR.
After collecting information from various sources, it has been observed that execution of
social activities will create and increase the loyalty of consumers towards the company. As it
shows that company is engaging in CSR activity.
On the observation of data, analysis can be drawn that there are many events and
activities which can be conducted by organisation in order to increase their brand image in
competitive market (4 Strategies to Boost Customer Loyalty, 2017). Some of the social activities
are there which help to organisation in increasing loyalty of customers towards the Esprit are;
environmental sustainability, promoting education, contributing in rural development projects
and many more (Chen, Hsu and Lin, 2010). While performing these kinds of activities it shows
that organisation is engaged in CSR which is also maintaining their brand image and satisfying
the needs of customers by offering best quality of goods and services.
Theme 2: The effect of CSR on consumer perception towards the company can be
considered as key factor of buying decision.
On the exploration of secondary sources of data, author has been concluded that effect of
CSR on consumer perception are considered as key factor of their buying decision towards Esprit
company. In modern era, there are many factors which is influencing consumer purchasing
power which is also impacting on company sales and profit.
From above observation, it has been find out that decision of consumer towards the
purchase the products of company can be affected by many factors (5 Common Factors
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Influencing Consumer Behavior, 2017). Some of the factor are price, quality, personal or group
preferences, economic condition and many more. Ultimately it is also impacting on the image of
Esprit company (Rezvani and et. al., 2012). Buying decision of consumer are considered as key
factor because customers are purchasing the products of company if they came to know about
that entity is engaging with CSR activity. Through this it will provide better quality of goods and
services to customers.
Theme 3: An efficiency and effective strategy of CSR is motivating customers to purchase
the product of company.
From the assessment of secondary source of information, the data which has been
collected from books, journals and many more, it was found that CSR is playing vital role in
motivating customers so that they can purchase the products of Esprit company. As it is making
possible thing for the company to maintain their brand trust and brans satisfaction in competitive
market.
After analysing information, it has been enumerated that company should make an
effective and efficiency strategy regarding to CSR through which they can encourage the
employees for purchasing the products (Tang, Chen and Xiao, 2010). Strategy should be
formulated on the basis of marketing opportunities, values and aspirations, corporate structure
and skills etc. which will help to entity in making efficient and effective strategies and also boost
the customers for purchasing their products.
Theme 4: Company is facing various challenges in maintaining their brand image due to
impact of CSR activities.
It has been concluded from secondary data which is collected from different sources there
are many issues which are facing by organisation in order to determine impact of CSR on brand
image and brand trust and it also impacting upon their financial position. Some of them are; lack
of training, financial constraints, customer awareness, diversity, culture of entity, lack of top
management and many more (Shen and et. al., 2012). These issues have to be considered by
organisation so that through this they can determine the position of brand image in competitive.
As it will also support them in taking appropriate actions through which customer loyalty can be
increased and improved the brand trust among them.
Theme 5: CSR is also impacting on the financial performance of company.
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After assembling data from several books or online article if it is observed that when
managers are taking decision regarding CSR, then it is impacting upon financial position of
company in some manner. CSR requires amount of resources which includes; money, time, staff
and this will expect to ensure about that it will satisfy the payback of company during the years.
Along with this, it will also base on the profit of company that entity is earning high amount of
income, the social activity can easily impact by the entity otherwise not (Hudson and Thal,
2013). However, CSR is considered as voluntary activity which help to organisation in
maintaining their brand trust and satisfaction with customers.
Theme 6: The perception of different generation on the impact of CSR towards the
consumer trends.
From analysing data from secondary data, it has been concluded that consumer decision
making process includes; customer awareness, brand benefits and brand awareness. The
generation-sensitive brand satisfaction and trust are the great deal of attention which has been
given by scholars. Different generation are having desires which is also influencing on the model
of CSR. As there are different consumers whose taste and preference are not matching with each
other (Darley, Blankson and Luethge, 2010). Time to time consumer trends also changes due to
change in their income or preferences. Through this company is determining that how consumer
is using their product and how entity will communicate about their brand with the help of social
network.
Theme 7: Impact of consumer perception of CSR on brand trust and brand satisfaction
After analysing secondary sources of data, it demonstrates that there is a positive and
negative impact of consumer perception of CSR on entity brand trust and brand satisfaction.
While evaluating data it has been found that there are many enterprises who are carrying
out CSR which is providing foundation for consumer evaluation. If customers are oriented
towards the CSR, then it can become easy for organisation to fulfil their yearnings. Therefore,
initiating of CSR approaches will encourage the customers to actively connect with brand trust
and brand satisfaction (Bian and Moutinho, 2011). Moreover, it will also show that customers
are happy with the services of organisation and help them in creating positive brand image in the
minds of consumers.
Theme 8: Brand makes strong impression in front of revivals and CSR activity is also
supporting in them.
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It has been concluded from observation of data which has been collected from secondary
source brand of organisation is making sturdy position of entity in front of revivals and in this
CSR activity is also assisting them.
With the evaluation of secondary data, it has been analysed that if brand of organisation
is strong then it helps to entity in making their strong position in front of revivals. Apart from
that, brand trust and brand satisfaction is playing essential role because with the help of CSR it
gives opportunity to organisation in creating good brand image in front of customers (Kapferer,
2012). Further, making strong impression in front of revivals, organisation can attract more
customers towards it and generate large amount of profits from them.
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5. CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It has been concluded from above research project that in modern era it is essential for
organisation to identify the impact of CSR on brand trust and satisfaction. This can also be
influenced by the consumer purchase decision whether they are ready to buy the products of
company or not. Apart from that, many sources have been used by researcher through which
he/she can collect reliable information. Further, there are four dimension of CSR responsibilities
i.e. economic, ethical, legal and philanthropy which has to be performed by organisation in
maintaining their strong position in market.
Apart from that, data has been collected from secondary sources where researcher had
used many journals, books, articles in order to collect the evidence regarding the present topic..
As it is important for organisation to analyse different authors’ views which help them in
identifying what strategies can be adopted by them that impact on CSR on entity. Along with
this, enterprise can serve best quality of services and products to customers. Moreover, this is
also impacting upon the financial performance of company where manager need to make budget
while considering this also. Ultimately it will also impact on their brand satisfaction and brand
trust among the competitors.
From literature review, it has been concluded that there are many customers whose
decision of products and services are changes according to their needs and it also impact on the
company sales and profits. The philanthropic activities will be helpful for organisation because
through this it shows that company is providing benefit to society, employees, communities. As
it involves denoting funds or goods or services to other enterprise which is also impacting upon
the performance of company. To increase customer loyalty towards organisation, CSR is very
effectual because it is supporting to entity in attaining their goals and objectives.
5.2 Recommendations
It has been suggested from findings that there is a relationship between corporate social
responsibility and brand trust and satisfaction. The company must focus on those strategies
which will help them in identifying CSR impact in appropriate manner. Along with this, there
are many marketing strategies which can be adopted by organisation through which they can
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become responsible for serving best quality of services. Apart from that, there are many social
responsibilities which could be performed by organisation so that they can maintain company
ethical code of conduct in providing best quality of services to customers. Besides this, adoption
of good CSR practices will encourage the firm in preserving their financial position in market
and can easily retain in market for a long period of time.
Further, to maintain strong customer base it is responsibility of managers to use different
strategies where Esprit company can sustain customer loyalty towards them. Some of the
strategies are; conduct loyalty programmes it means to reward customer on frequently basis and
it will also impact upon their purchase decision process. From secondary sources, it can also be
recommended that customer perception can be by company with the help of CSR, by boosting
them and providing goods and services according to goods and services in ethical manner. Along
with this, it is responsibility of organisation comply with all rules and regulations which is
related with CSR so that they can behave ethically with their regular customers.
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APPENDIX
Question
1. Whether social responsibility is creating customer loyalty towards the company who
are engaged in corporate social responsibility.
2. Consumer perception towards the organisation can be reflected key factor of buying
decision.
3. The strategies of CSR are encouraging customers to buy the products of Esprit
company.
4. What challenges are face by organisation in marinating their brand image due to the
influence of CSR activities.
5. CSR is impacting upon the financial performance of entity.
6. Different generation is impacting upon the consumer trends due to CSR.
7. Consumer perception is changing due to CSR and is impacting upon brand trust and
brand satisfaction.
8. Brand is making sturdy impression in front of competitors with the help of CSR
activity.
24