How do organizations use csr (corporate social responsibility) to reinforce brand equity?
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The purpose of this project is to find out about the impact of Corporate Social Responsibility activities on Brand Equity by examining the correlation between CSR and Brand Equity. Brand Equity being a dependent variable in this research is measured by many independent variables like Brand loyalty, Brand awareness, Brand Association, Perceived Quality and Overall Brand Equity. Many Pakistani companies are doing CSR activities in order to provide sustainable social development benefits to the society in which they are operating. These companies are investing and managing their CSR initiatives for the well being of the society. On the other hand the users of the products of these companies are also found to be brand loyal. Using empirical testing the data gathered from consumers and information collected on companies engaged in CSR activities the research found out that that there is a very strong correlation between CSR and Brand Equity. The
companies who are investing on CSR activities are enjoying good consumer loyalty and the Brands they operate enjoy healthy profits and sustainable market position. It is envisaged that the model tested in this research will be implied in the future empirical research concerning CSR and its impact on company’s profitability and Brand sustain comparative advantage.