Report on Impact of CSR on Brand Satisfaction for Esprit

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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