Group Members:

Ajay Patrick S DM21108

G J Akshay Kumar DM21186
Siva M DM21270

Effect of Corporate Social Responsibility on Brand Equity

The purpose of this study is to find out how Corporate Social Responsibility
affects brand equity and how it can lead to the creation of a better brand image.
Corporate social responsibility (CSR) describes the complex interrelationships
between businesses and the larger society. CSR programs are becoming a key
element of business strategy, as they represent a competitive advantage that
enhances firm performance while supporting the society. In marketing
perspective, CSR activities are considered as an effective tool to raise firms’
reputation from consumers and their brand image. It eventually increases the
evaluation of the firm’s brand value. In particular, CSR is relevant matter to the
multinational companies who spend humongous amount of money and efforts to
manage the strong brand over the countries. Many companies do CSR activities
to provide sustainable social development that benefits the society. CSR’s are no
longer an option but rather an integral part of the company’s strategy. The
companies that invest on CSR activities expect a loyal consumer base and higher
profit margin. Companies also use CSR as a Marketing tool. It creates a landing
place in the minds of the consumer. The important benefit from CSR activities is
to build a good brand image and increase the brand equity of the company, but
there is only little evidence against this claim. Our aim is to study these effects
based on the information collected from secondary data such as journals, research
papers, reports, and other web sites.