CSR Activities and its Impact on Brand Image: A Sainsbury's Study

This report investigates the significance of Corporate Social Responsibility (CSR) activities and their impact on brand image development, focusing on Sainsbury's. It aims to understand the concept and importance of CSR, identify CSR activities conducted by Sainsbury's, and examine the challenges faced in implementing these activities. The research employs a literature review and data analysis to explore these objectives, covering environmental, ethical, philanthropic, and financial responsibilities. The findings contribute to understanding how CSR enhances employee engagement, customer retention, and overall organizational performance, while also addressing the difficulties in implementing effective CSR programs. The report concludes with recommendations for improving CSR strategies to enhance brand image and stakeholder relations. Desklib provides access to this and other solved assignments.

Research
(The importance of CSR activities and its impact on the
development of brand image within an organisation)

Table of Contents
Introduction......................................................................................................................................4
Aims, research questions, and objectives........................................................................................4
Research aim..........................................................................................................................4
Research Objectives...............................................................................................................4
Research Question..................................................................................................................5
Statement of the problem........................................................................................................5
Rationale.................................................................................................................................5
Dissertation structure..............................................................................................................5
Significance of the study........................................................................................................6
LITERATURE REVIEW................................................................................................................8
Introduction of literature review.............................................................................................8
Concept and significance of CSR in context to an organization............................................8
To identify the CSR activities conducted by Sainsbury's and its impact on the brand image of
an organization.....................................................................................................................10
The challenges faced by Sainsbury's in implementing CSR activities.................................12
Conclusion of literature review............................................................................................14
RESREACH METHODOLOGY...................................................................................................15
Introduction..........................................................................................................................15
Research philosophy.............................................................................................................15
Research approach................................................................................................................15
Research choices..................................................................................................................16
Research design....................................................................................................................16
Research Method..................................................................................................................16
Population and Sample.........................................................................................................17
Time horizon........................................................................................................................17
Data Analysis........................................................................................................................17
Validity and Reliability........................................................................................................18
Research limitations.............................................................................................................18
Research Ethics....................................................................................................................18

Summary...............................................................................................................................19
DATA ANALYSIS AND FINDINGS..........................................................................................19
DATA INTERPRETATION.........................................................................................................21
CONCLUSION AND RECOMMENDATION.............................................................................25
Conclusion............................................................................................................................26
Recommendations................................................................................................................26
Implication for further study................................................................................................27
References......................................................................................................................................28

Introduction
The term corporate social responsibility relates to a company's obligation and commitment
to improving society and communities through a variety of social and environmental initiatives.
It plays a significant part in enhancing the company's brand image and aids in a sizable number
of clients (Bouslah and et.al.,2022). CSR is a crucial investment because it enhances the level of
long-term success of the company. The overall idea of CSR is broad and is acknowledged to be
crucial to the efficient operation of the business. The primary goal of the study is to examine the
value and significance of CSR initiatives inside an organisation. The concept of corporate social
responsibility, or CSR, is explained as how a firm addresses social and environmental issues
while conducting business. Corporate social responsibility is typically used by businesses to
make a difference and develop positive brands. CSR is so crucial to business since it enhances
investor appeal, enhances customer impression of the brand, and draws and keeps brilliant
employees in the workplace. Additionally, CSR initiatives help to retain current employees and
draw in new ones. Utilizing a CSR strategy enables a business to have a good impact on both
society and the environment. The company is known to benefit from the self-regulating business
model in order to be socially responsible (Clarkson and et.al.,2019). It can also be characterised
as the company's policies and activities that aim to better the welfare and living conditions of
society as a whole. Furthermore, it is well recognised that CSR plays a crucial part in a company
because it aids in enhancing the company's brand image. The company is known to benefit from
the self-regulating business model in order to be socially responsible. It can also be characterised
as the company's policies and activities that aim to better the welfare and living conditions of
society as a whole. Furthermore, it is well recognised that CSR plays a crucial part in a company
because it aids in enhancing the company's brand image.
Aims, research questions, and objectives
Research aim
“The importance of CSR activities and its impact on the development of brand image within
an organisation”. A study on Sainsbury's.
Research Objectives
 To gain understanding about the concept and significance of CSR in context to an
organization.

 To identify the CSR activities conducted by Sainsbury's and its impact on the brand
image of an organization.
 To examine the challenges faced by Sainsbury's in implementing CSR activities.
Research Question
 What is the concept and significance of CSR in context to an organization?
 What are the CSR activities conducted by Sainsbury's and its impact on the brand image
of an organization?
 What are the challenges faced by Sainsbury's in implementing CSR activities?
Statement of the problem
The issue with this examination is that organisations have many difficulties when putting
corporate social responsibility programmes into practise at the workplace. The problems could
have a significant influence on the business's overall productivity and performance (Khaskheli
and et.al.,2020). As a result, it's important to concentrate on conquering these obstacles by using
different tactics. These difficulties have a detrimental effect on both the clientele and the
company's performance.
Rationale
The primary goal of this study is to outline the significance of CSR initiatives and their effects
on the growth of a company's brand image. Additionally, it would enable researchers to learn
more about the difficulties experienced by businesses while carrying out CSR initiatives. The
different stakeholders, including organisations, researchers, and others, will benefit from the
current study. In terms of organisations, it enables them to be aware of the difficulties they
encounter so that successful strategies may be created, leading to the growth of brand image,
performance, profitability, and many other factors. Additionally, it will help researchers learn
and develop skills in areas including communication, time management, data gathering, and
analysis.
Dissertation structure
The current inquiry is divided into several chapters, each of which is described below:

Introduction: This part clearly explains the selected topic and it is regarded as one of the most
crucial ones. The background of the research, information about the company that was chosen,
the importance of the problem, the statement of purpose, the statement of the problem, the aim
and objectives involved in the research, research questions, and the dissertation structure are all
included in the introduction chapter of the current study. In order to give the reader a
comprehensive understanding of the topic, this chapter concentrates on giving specific
information on the chosen subject (Pham and Tran, 2020).
Literature Review: The literature review section of the research project is known to gather
secondary data on the subject of choice. This section broadens the researcher's understanding of
the suggested investigation. A methodical approach is taken to answer the research questions in a
literature review, which also helps readers grasp the subject of choice.
Research Methodology: This section focuses on providing details on several research
methodologies that can be employed by researchers. To gather and get data relevant to the
intended study. The researcher in the current study uses a quantitative research method to gather
information.
Data Analysis and Findings: Another chapter that focuses on drawing conclusions from the
investigation's results is "Data Analysis and Findings." The researcher will create a questionnaire
for this study in order to gather data on the subject of choice (Uyar and et.al.,2021).
Conclusion and Recommendations: This part provides a thorough summary of each chapter so
that the reader can comprehend each portion appropriately. The themes are often summarised
and the reader is given a final impression in the conclusion section. On the other hand, the
researcher offers a few recommendations in order to enhance the effectiveness and productivity
of business. It offers a few recommendations in this chapter to help the business overcome the
challenges involved with developing a CSR programme at the workplace.
Significance of the study
The present study will support in understanding about the various CSR activities conducted by
the chosen company. As CSR comes in various forms and it tends to elevate the employee
engagement level. Along with it, the customer retention can also be done as the customers have
started to build the sense of trust in the company. Due to which the positive relations will be
enhanced. With the help of study various issues will be outlined while implementing CSR

activities. Along with it, the companies can use volunteer projects, environmental initiatives,
ethical labour practises, and charitable work as four basic forms of CSR initiatives. The
companies can raise employee morale and motivation levels at work with the aid of the CSR
programme. In order for employees to feel more connected and perform better at work, it also
helps to forge stronger bonds between businesses and their workforce. Giving back to the
community and creating good social value is the primary function of corporate social
responsibility (Venturelli and et.al.,2021).

LITERATURE REVIEW
Introduction of literature review
The term literature review is known to be that piece of the academic writing which supports in
demonstrating the level of knowledge and understanding of the literature in relation to specific
topic. It also highlights the current knowledge which allows the researcher to identify relevant
methods, theories, and gaps in the existing research. It can be said that a good literature review
synthesises, analysis, summarises and critically assesses in order to provide a clear picture of the
knowledge's states on a subject.
Concept and significance of CSR in context to an organization
According to the view of Ko, Chan and Wong (2019), the concept of corporate social
responsibility is explained as the mechanism through which the companies will be able to hold
themselves in the collection of ethical, social, legal and ecological standards. Also, it is
considered as business self-regulation which has been developed alongside to enhance public
awareness about environmental and ethical issues. So, this self-regulating business model
supports the company in order to become socially accountable to itself, stakeholders and the
public. It is one of the broad concept that can take many forms depend of nature of company and
industry. Companies that make use of CSR programs will have opportunity to grow their
business. It is a strategy which is implemented by the large companies and there are four types of
corporate social responsibility which has been followed by the many organisations (Waples and
Brachle, 2020). It allows company to choose any one of these separately for engaging as lack of
involvement in one area does not exclude a company from a being social responsible
organisation. The first corporate social responsibility is environment responsibility which is
rooted in preserving or saving mother nature. There are some practices enforces company to
perform in order to become environmental responsible. These are reducing pollution, waste,
natural resource consumption and emissions in its manufacturing process. Another CSR is
ethical responsibility which is focus on acting in a fair and ethical manner. Companies can set
their own standards with the help of external forces or customer's demand may create their
ethical goals. The practices that help company to become ethically responsible is fair treatment
across all types of customers regardless of their culture, age, race, sexual orientation and many
more. The company also need treat their all employees positively with favourable pay and

benefits in excess of mandated minimums. Another CSR is philanthropic responsibility that
challenges how an organisation acts as well as ho it contributes to society. Philanthropic
responsibility can also be defined as how a company spends its resources in order to make the
world a better place (Bhatia and Makkar, 2019). This covers whether an organisation give its
profit to charities or causes it believes it or whether it only enters into transactions with vendors
or suppliers in order to align with the company philanthropically. Another CSR is financial
responsibility that combined all three CSRs. An organisation make plans in order to be more
ethically, philanthropically and environmentally focused but the organisation must back these
plans with the help on financial investments related to programs, product research or donations.
This covers investments on research and development for new sustainable products, recruiting
different kinds of talent for ensuring a diverse workforce, ensuring transparent and timely
financial reporting with external audit.
As per the view of Kucukusta, Perelygina and Lam (2019), corporate social responsibility
is one of the management concept under which companies can integrate social and
environmental concerns in the business operations as well as integrations with their stakeholders.
CSR is equally valuable and important for a community and a company. CSR activities helps
company to create a stronger bond with their employees, boost morale as well as help both
employees and employers in order to feel more connected to the world around them. It has been
found the costumers more likely act positively with those brand that has acted to benefit its
customers compare to those brands that have demonstrated an ability to offer quality products.
As per the current times, the customers are becoming more aware in relation to the impacts that
the companies can have on the community. Most of customers make their purchasing decisions
by analysing CSR performance of the brand. The companies more engage in CSR then they can
received more positive brand recognition in the market (Chaudhary and Akhouri, 2018).
Performing various CSR activities can help company to make good relations with their investors.
Investors more likely to invest on those organisation who are more focused on creating positive
impact on society and environment. The company who more responsible towards the society and
environment and perform ethically can retain talented employees on their organisation. It helps
company to reduce employee turnover, disgruntled workers and the total cost of a new employee.
The company who is embracing CSR can make their workplace more positive and productive to
their employees to work as well as by promoting things such as volunteering can encourages

more personal and professional growth. Performing activities such as unethical use of company
funds, discrimination against employee groups, or disregard for natural resources can leads to
litigation, lawsuits or legal proceed where the business organisation may be adversely affected
financially as well as captured in headline news. By adhering or performing CSR practices, an
organisation can mitigate risk by avoiding trouble situations as well as complying with positive
activities. It has been analysed that (Luu, 2019). Many customers are like to buy products from a
responsible company and it leads to greater sales in today's highly connected world. Performing
CSR activities are helpful for a company in order to save cost. In earlier times, operating
business with sustainability was costlier for the company and it makes company avoided from its
responsibility. But now, there are some responsible companies who have found new technologies
that aids in reducing the operating costs. Using solar energy instead of hybrid energy can help
company to save their operating cost as well as act sustainably. By following CSR activities,
company can stand out from their competitors from their industry. It can established themselves
as a firm committed to go one step ahead by focusing on environmental and social factors.
To identify the CSR activities conducted by Sainsbury's and its impact on the brand image of an
organization.
According to the author Avinash Chandra (2019) Corporate social responsibility refers to
the activity to uplift the community and work for well-being of the society. These activities help
the organisations to increase goodwill and capture market share by satisfying the society.
Activities of Corporate social responsibility includes projects and programs which specified in
the activities of Schedule 7. Policies of CSR covers various schedules which undertaken by
Board. Organisations need to start the project or programmes which are listed in Schedule.
Companies has flexibility to choose the areas in which they want to contribute. All the activities
of companies should be clearly mentioned in the official websites of the company. There are
several activities of corporate social responsibility which every company need to be follow to be
in the business environment. Business activities are carried down in the society so it is the
primary responsibility of each business organisation to provide social benefits (Amoako and
Boateng, 2022). They should engage in providing better healthcare and sanitation facilities
mostly in rural areas. They can also open blood donation camps, so they can help those people
who need the blood on urgent basis. They should provide education facilities to develop their
skills and knowledge and provides them effective training so that they can perform effectively in

the organisation. CSR committee can own orphanage and they can serve to the orphan child.
Programmes related to women empowerment can be started to provide reasonable hostels to the
women. They can also engage their activities in establishment of daycare, homes for old age and
other related facilities to provide accommodation to old age people. They should use
environment friendly methods of production to maintain the balance between ecology, flora and
fauna protection, to promote the welfare of animals and maintaining the water, soil and air
quality (Fatma and Khan, 2022). They should not dump the waste in rivers, they should not use
plastics and promote forestation and do not pollute the air by dangerous air of factories. They
should grow more and more trees so that ozone layer will not deplete. All the global brands has
make their existence in almost all the states in diverse domains like logistics, consumption,
manufacturing and selling. Corporate social responsibility is used as competitive advantage for
all brands. Activities of CSR are stimulants for enhancing brand image in the customer's mind,
and build goodwill to stay in competitive business environment for long run. The existing
literature also outlines those companies which engage in the process of fulfilling the corporate
social responsibility gain benefit during competition and resulted in enhance the financial
performance of the organisation. Organisation should secure those resources which plays an
important role in converting inputs into outputs. By providing basic benefits to the society
organisation can easily develop the best image in the minds of customers as well as helpful in
developing market image.
As per the viewpoints of author Asif Mahmood and Jamshed Bashir (2020) activities of
Corporate social responsibility plays a vital role in the developing brand image and customer
satisfaction. Customer is rational they want best products at reasonable price so they will attract
towards the organisation those engage in the activities related to Corporate social responsibility.
So each business unit should engage in CSR activities in order to develop customer base (Kim
and Manoli, 2022). With the development of society, organisation can also develop customer
engagement. There are some other activities in which organisation can engage to fulfil CRS like
set up public libraries, donate to the families of soldiers, they can also donate to the government
rural benefits programmes and must engage in the development of slum area. There are many
areas in which no facilities are available, so companies should focuses on those under developed
areas. They can set up their business activities in this rural areas and provide employment
opportunities to the people of that are also providing training to the employee to increase the

employees performance as well as overall performance of the organisation. They should use the
environment friendly packaging material to pack their product. Now a days customer like to
purchase the product which are packed by disposable packaging. So companies should focus on
developing their product according to need, wants and likings of the customers. CSR provides
the way to utilise the scare resources in most effective manner by distribute those resources in
fair manner. It is voluntary contribution of each organisation to complete the corporate social
responsibility. There is a perspective which is based on research commonly known as resource
based perspective. Is basically provide the reason to the organisation to be involved in CSR
(Ljungberg and Högstedt, 2022). The organisation can enjoy sustainable competitive advantage
by effectively locating and regulating the various resources to attain the goal of the organisation.
They should engage in satisfaction of customer and fulfil moral vales of the company to
transform goodwill into profit. The companies which has best brand image, customer will mostly
attract with those brands. Customer's are very loyal towards the brand so they will make
purchase again if they will get satisfaction with the brand. Fulfilment of CSR is investment by
the companies to enhance their brand image and provides satisfaction to the customers
(Valkealahti, 2022). They should engage in some activities of Corporate social responsibility so
that they can capture broad market and develop their business in the other sectors of the
economy. They should carried down their business activities in rural areas so that rural people
can get facilities and organisation will able to cover wide area. The organisation which provide
CSR will enjoy higher profits and build their image as well as goodwill.
The challenges faced by Sainsbury's in implementing CSR activities
According to the point of view of Aké and Boiral (2022), the corporate social
responsibility is known to play a vital role in any company or organisation because it is helps the
company to consider the positive role of environmental and social impact on the business
operation or decisions. It is a business model which supports the company to be socially more
accountable by its stakeholders, public and itself. In relation to Sainsbury, they are also
implementing the CSR activities in their business but there are some major challenges and
problems which is faced by the company such as high cost, low transparency, conflicts in profit
and many more. The challenges and issues directly affected on their business and operations
which reduce their productivity, performance and profitability as well. The challenges faced by
Sainsbury is that there is lack of consensus on implementing CSR issues. The environment and