HI6008 - CSR and Brand Image: A Comprehensive Literature Review

This literature review examines the impact of Corporate Social Responsibility (CSR) on an organization's brand image. It covers key benefits of CSR, including eradicating hunger and poverty, promoting education, environmental sustainability, and gender equality. The review discusses important CSR concepts such as accountability, transparency, and ethical responsibilities, emphasizing the role of CSR in enhancing brand loyalty, managing stakeholder commitment, and improving corporate governance. It also highlights the importance of aligning CSR activities with business objectives to achieve sustainable development and maintain a positive corporate image. The paper references various academic sources to support its analysis and provides a comprehensive overview of the relationship between CSR and brand image.

Running head: CORPORATE SOCIAL RESPONSIBILITY ON BRAND IMAGE
CORPORATE SOCIAL RESPONSIBILITY ON BRAND IMAGE
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Table of Contents
1. Introduction..................................................................................................................................2
2. Project Objective.........................................................................................................................3
3. Project Scope...............................................................................................................................3
4. Literature Review........................................................................................................................4
4.1 Key benefits of CSR..............................................................................................................4
4.2 Important concept of CSR.....................................................................................................6
4.3 Brand loyalty and CSR..........................................................................................................7
4.4 CSR model and linking with Brand Image............................................................................9
5. Conclusion.................................................................................................................................11
References......................................................................................................................................13
Appendices....................................................................................................................................15

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Topic: Impact of Corporate Social Responsibility on the brand image of an organisation
1. Introduction
Corporate Social Responsibility (CSR) is a justified approach to provide sustainable
development of the organisation. There economical, social and environmental benefits are the
concern reason that CSR processing needs to implement in an organisation. New employment
opportunities are growing within private and government sectors. Professionals are trained to
translate corporate strategies into their CSR behavior. CSR as value creation and implement
some shared value in the organization is the main aspect of business companies tried to
implement the CSR strategy to show that every aspect of a business deals with them. The CSR
department takes care of risk management issues in the organization (Aguinis and Glavas 2012).
In many cases, where some ethical issues have found, the department analyses the situation and
align some good work from that so that people over there feel the existence of the company. In
case of corporate philanthropy, providing funding and skill is the main concern of business and
that is the reason CSR intervention is the key issue that can be effective enough to align the case.
In this paper, the brand image of a company is the key issue for this marketing. Company
showcases their image for the better marketing position. The brand image needs to be innovative
and that encourages the process of the customers’ trust and belief in that matter. In case of
marketing branding and innovative way of promotion is the key issue of brand establishment and
that have the opportunities for the company to showcase the brand and then extract or generate a
huge amount of money from the market, this is the sales revenue they can earn.
Now, the situation is to relate these two facto of the uniform direction of meeting the
business opportunities and development. Whatever the business needs some external activities

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like penetrating a product or penetrate some existing product in the different country, the
possible use of CSR is being introduced (Bank 2012). Another use of them is to maintain the
positivity of the company and having and scrutinize those factors that can affect the company
place, position and establishment.
2. Project Objective
 To determine the operational benefit of CSR involvement in an organisation and the
possible upgradation of the company.
 To evaluate the past positioning and compare with the present situation of the
organisation after the alignment of CSR department in the organisation.
 To manage the stakeholders' commitment and aligning the brand image of the company
with this.
 To understand the CSR responsibilities to maintain the corporate image of a business and
align brand loyalty with that process.
3. Project Scope
The scope of the project is to understand the importance of the brand image of the
organisation and align the process of CSR responsibilities with that. The geographic scope is the
key concern of this process as the CSR. The department has to understand the positional value of
the company and the better way that company has surfaced their business development is the key
aspect of a business. This is the major scope for CSR department to allow business over the
nation or even place and inform the organisation management about the positional development
and upbringing of that place.

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4. Literature Review
4.1 Key benefits of CSR
There are some key benefits that organisation can found due to the involvement of CSR
department. Before the benefits are being discussed, there are some key policies that used to take
by the CSR department. These are some of the aspects that need to be the highlight in that case.
The issue of eradicating hunger and poverty cases in that particular country is important where a
company wants to flow their business, and the company use the campaign activities more for the
nation. The promotion of education is the key aspect and CSR promotional activities to learn
child initiative are influenced by the people mind (Cheng, Ioannou and Serafeim 2014). The
department will take the responsibilities of environmental sustainability and through the
process, better management and environment aspects are achieved. Promotion of gender
equality and empowering women is the key issue of business and through their promotional
activities; women are getting attached to the company in term of involvement and consumerism.
As mentioned by Dapi and Phiri (2015) The CSR department policy also concerns with the
increase child mortality. They have organised some activities that improve suggestions for
maternal health and reducing child mortality rate. These are the reason CSR department is
important in the organisation. General social issues may be imperative to culture but are neither
extensively precious by the company’s operations nor sway the company’s long-standing
competitiveness. These are the situation where the intervention is needed from the management
and executives and CSR has taken the responsibility (Crane, Matten and Spence 2013).
There are some key benefit and variety of services and products are important and
production facilities are important in that case. The strategic approach is the right way to manage
the brand image of the organization. Superior reputation management of a company and

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maintain the quality of the products are the best equation of relating to the product. In simple
words, the knowledge of customers is the concern issue in that case and company wants to align
those products for the development of a business. The ability to have the positive impact is
persisted in between the community. As commented by Wu and Wang (2014) the community
positivism is one such case, for those CSR requirements are needed and that can bring up the
best changes for the positive state of the nation. As commented by Dhaliwal et al. (2012) The
communal difference is the key aspect that needed to be mitigated in tar sequences. In case of
public value outcomes, the mindset of organization opportunity and a difference in service is the
key issue that can make the difference. The CSR activities are consist of this only and in some
more cases, the situation will be far-fetched. The good work environment is the key aspect of
better organizational production and that is the reason most of the workplace activities are
evolving through the process of CSR intervention. Enhance relationship with employees is also
a significant approach to the organization and through this process, employee retention rate will
go high and employees performances are quite effective in that case. Positive publicity is an
approach that helps the company to reach their target market and media opportunities will help to
reach the product to the wider audience and the process is also being formulated by the CSR
department.
These benefits will save money and increase production rate that enhance business
opportunity as well and also deliver the funding opportunities. The innovation and enhancing the
position of the company is the key aspect that help the company to reach their optimum position.
4.2 Important concept of CSR
For a person belonging from the CSR background, it will be important for the person to
know about the important concept of CSR. The concepts are encouraging enough for the

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business development. The principles, values and ethics of the business are the major concern for
this business and these are the main concern concepts of CSR activities ad approach. As opined
by Servaes and Tamayo (2013) the first aspect is accountability. Transparency in activity and
the comprising rules and regulations are the key aspect of that. There is a legitimate
responsiveness that needs to be accountable for the company as well as for CSR department. The
next concept of is to taking responsibility. The responsibility is the key term that must fulfil the
area of organisation responsibilities to grow in the particular position and deliver their best to
align the market in a suitable term (Edmans 2012). The case of own benefit is not the concern of
this matter rather; the concept of global progressive nature is the important part of CSR.
Corporate governance and the economic development of the organisation is the key directed
and controlled factor that addressing the relationship between the business and society. As
mentioned by Tai and Chuang (2014) The need of society along with value creation of the
product is the concern aspect for the business. They always want that product value will increase
as per the time goes and that evolve the nature of market segmentation and deliver the best
positive approach to the product so that it remained the best product in the market. Corporate
image of a company either positive or negative it cannot be a mediocre as the products of the
company can be considered either good in term or can be bad, thus the status of the company can
be defined in this form and that illustrated the business opportunities and preferences for
customers (Emeana 2013). The definition of brand positioning and perceptual mapping of
product is the key issue and that delivers a corporate image of the company also. The next stage
is the sustainability and that ensure a long-term business flowing and maintaining the same
business dealing for years. In that process it will be important to have such kind of infrastructure,
position and marketing innovation of the company and that will deliver more business

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opportunities for the company as well. As commented by Jo and Harjoto (2012) sometimes,
company sets some short-term goals and after the successful completion of these goals they
move towards the new goals and opportunities. Business ethics maintenance concept is also an
important aspect of CSR. The concept of maintaining the ethics is to concern with good, bad,
right and wrong condition of the business. The aspect of organisational principle and maintaining
the basic values is most important factor of business.
The legal responsibilities, ethical responsibilities and philanthropic responsibilities all are
important in that genre as the situation is more influenced by the effective involvedness or
people. The element of ethical responsibilities, which is missing in that case, is the major aspect
of business and that has been done by the CSR department.
4.3 Brand loyalty and CSR
The case of brand locality almost depends on the customers' adjustability with the
product and the importance of the product in their life. So, basically, customers' loyalty is also
associated with the brand loyalty case. In case of outperformed the competitors in same business
brand selection and innovation is the key term that needs to be there for the successful
completion of business. In that case, the extremely competitive market and repetitive set of
purchasing are there and that can influence the business opportunities in business. The key
benefits of the brand loyalty are like lower price sensitivity and reduced the expenditure by
attracting new customers. The improved organisational profitability is the key concern for
the company and that is the reason organisational profitability is maintained by the CSR
department. There are four distinct categories is mentioned in that case (Khan, Muttakin and
Siddiqui 2013). The four factors are addressing the typical behaviour of the customer and typical
attitudes towards the products. The consumer categories are involved in that case, along with the

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captive, convenience seeker, contented and committed customers. In case of typical
behaviour, the customer continues this product as they have on such choice to change another
and they are bound to purchase the product.
However in case of typical attitudes, being neutral to the brand is the concern effect that
perceives the brand in the negative light. In simple words, the positional attitude of customers to
their products is the concerning aspect that can change anytime with the involvement of new
product. In case of, the second aspect like convenience seeker their typical behaviour is to
involve the low involvement purchase and make regular and repeat transaction that associated
with the brand. On the other hand mentioned by Dapi and Phiri (2015), the typical attitudes are
the concern with the associated brand convenience and have no more particular brand to deal
with the associates. The phase of content is the based on the merit of the product and that
evaluated by the typical behaviour and the brand opportunity, that customer can have for this
globalised business world. The positive relationship with the management and brand equity
deliverance is the key concern to relate the positive attitude of product. The committed section is
the concerned aspect of business and in case of typical behaviour adding value to the brand and
supports the customer to customer interaction is important in this section. On the other hand
Kim, Park and Wier (2012), commented that typical attitude delivers the word of mount
exchange and engages some positivity with potential customers.
Brand loyalty is the emotional attachment to brands and influence of digital media and
targeting product for the development of business is the key concern for brand awareness and
experience. Loyalty is commitment. Its occurrence is never definite but its non-existence can be
easily secured. Loyalty can be jointly reciprocated; however is substance to subsist on its own
(Kitzmueller and Shimshack 2012). Loyalty is a choice that can be exercised between associates,

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relatives, associates, and customers and from them, better results can be extracted in a suitable
manner.
4.4 CSR model and linking with Brand Image
The entire Triple Bottom Line concept encourages the overall business situation and the
business performance of an organisation. The three major areas of concern are People, Profit
and Planet. Business performance is fully depending on the organisational position and process
to get better business opportunities in the market (Govindan, Khodaverdi and Jafarian 2013).
Business is usually assumed for the profit percentage, but the way of getting profit is not
easy. It needs some innovation that brings the object different from others. This is the main
aspect of profit management. So, the entire financial engagement is considered by the CSR
department. The model also shows the importance of profit portions as the portion will provide
enough contribution for the sustainable business grows up in the globalised market.
Another perspective is the planet where CSR department has to take some extra initiative
for a planet and that will the impressive outline of the organisation. The infrastructural setup of
the organisation is crucial and has to be aligned environmental productiveness and activities to
helping the entire process (Govindan, Khodaverdi and Jafarian 2013). This is the crucial moment
that has given a sustainable position of the environment and delivers the best-supporting nature
that free of carbon footprint and toxic gasses.
The last thing about the model entrusting the way they maintained people. People are the
more affecting factor of business and they have the different concept to get engaged people with
the brand and through this process more revenue will be gained (Govindan, Khodaverdi and

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Jafarian 2013). The calculation of the reliability and consistency is the key aspect of business and
that deliver benefit for people.
There are some organisational benefit accessed from the theory and in most of the cases,
better measuring of business and outlining of this is the crucial aspect to be considered. The
encouragement of CSR reporting is one of the benefits of this model and that somehow
encourage the business performance and development. When the company is mixed up in a
compassionate endeavor like volunteering with nonprofit, impending clients and customers
receive the note of that and it creates a much stronger connection with them. A customer is more
likely to spend their money on a company that has a brawny CSR program over one that does not
(Edmans 2012). The model is also aligning with the brand image of the company and delivers
the best possible way to enhance the image of the product so that people get attracted to
products. There are six pillars of capital like financial, intellectual, manufactured, social, human,
relationship, and all these pillars are considered to be used for the development of the
organization and CSR department takes care of all sections of the organization.
In case of sourcing ethically and practically the process sustainability needs the long
establishment of the company. If not, then it will be a risk for the company to stay for long.
There are some projects that strengthen the business opportunity for the organization and
develop the actual band image of the company. In case of strengthening business position
innovation in product and deliver something new is also important. This is the situation where
customer preferences have changed and the people are thinking about the attitudes where the
legitimate expectation is not adopted by the organization to make a proper product that makes a
better position in the company. The perspective has been changed in case of product brand
management as people have lots of other products to choose in (Jo and Harjoto 2012). The paper

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establishes that based on the geographical factors of place and positioned; there were no
noteworthy differences for the business set up making and making the business in a suitable
sustainability process that has faced with the questions if corporate social responsibility had an
influence on how they outlook a branding of the product.
5. Conclusion
Therefore it can be concluded that brand image of an organisation is the key perspective
for which a business can survive its sustainability. The importance of CSR is there and they
maintain all three aspects like people in the nation, the associated subparts, the entrails provinces
and their campaigns also helpful for the business and that is the reason CSR intervention is
needed for the development of the brand image. The section is also helpful for the brand image
of the organisation and that will effectively affect the market segment. CSR initiatives can
optimistically or pessimistically impact the business understanding and depending manner on
how CSR inventiveness aligns with the benefit of the public. In accumulation with other factors,
the lack of CSR initiatives can also unenthusiastically blow the business as customers and human
resources increasingly sink towards production that looks beyond the baseline.