The review of the literature analyses many unique insights from academic literature. 1) The core factors upon which CSR effects should be measured. 2) The link of CSR to tangible business practises. 3) The kind of CSR activities that are more effective than others. 4) How CSR can be driven by commitment of internal staff and stakeholders. 5) How CSR can enhance employer brand value.
Table of Contents
1.0 Introduction
2.0 Review of Literature
2.1 Brand Image & Loyalty
2.2 Brand Marketing & Approaches
2.3 CSR Initiatives & Impacts
3.0 Recommendations for Further Research
3.1 CSR in Between Brand Reputation & Equity
3.2 Relationship Between Business Ethics & Brand Image
3.3 Types of CSR Initiatives
4.0 Recommendations for Brand Management Practice
Objectives & Core Themes
The primary objective of this report is to evaluate the influence of Corporate Social Responsibility (CSR) on the development of secondary brand associations. It investigates how ethical business practices, stakeholder perception, and strategic CSR initiatives contribute to long-term brand equity, loyalty, and competitive advantage in a globalized market.
- Theoretical appraisal of the nexus between CSR and brand image.
- Strategic integration of CSR within brand marketing approaches.
- Evaluation of stakeholder behavior and its impact on corporate reputation.
- Development of a conceptual model linking CSR dimensions to brand identity.
Excerpt from the Book
2.1 Brand Image and Loyalty
The work of Shwu-Ing & Wen Hsuan (2014), Kumar & Maheshwari (2013), and Yadav (2015) has deep focus towards the brand image and loyalty of customers towards to a specific brand. Shwu-Ing & Wen Hsuan’s literature is based on a comparative study with close connection related to the activities of CSR. They mention that the effect of CSR is evaluated based on five core factors, namely the brand image, satisfaction, loyalty, attitude and consumer’s perception. The research highlights that, if organisations work hard and generate a successful CSR policy than their originally stipulated one, it is likely that consumers will show interest to purchase the products not only for the present time, however for also in the future due to sustainability.
This is supported by Yadav (2015), who mentions that the fundamental goal branding is to develop a substantial and distinctive existence in the market that appeals and retains loyal customers. The study misses to focus on how to improve the existing techniques of CSR to acquire competitive advantage rather than merely performing basic duties of CSR.
Summary of Chapters
1.0 Introduction: This chapter introduces the role of CSR in modern organizational success and sets the framework for exploring secondary brand associations.
2.0 Review of Literature: This section provides a critical analysis of existing academic research regarding how CSR activities influence brand image, marketing approaches, and stakeholder loyalty.
3.0 Recommendations for Further Research: This chapter highlights critical areas for future investigation, focusing on the interplay between brand equity, corporate reputation, and evolving business ethics.
4.0 Recommendations for Brand Management Practice: This chapter presents a conceptual model that guides organizations in aligning CSR dimensions—economic, legal, ethical, and philanthropic—with core brand identity components.
Keywords
Corporate Social Responsibility, CSR, Brand Management, Brand Image, Brand Loyalty, Brand Equity, Stakeholder Engagement, Business Ethics, Brand Marketing, Competitive Advantage, Sustainable Growth, Corporate Identity, Consumer Perception, Brand Trust, Branding Strategies.
Frequently Asked Questions
What is the core subject of this assignment?
The assignment primarily examines how Corporate Social Responsibility (CSR) serves as a strategic tool to build and strengthen secondary brand associations for organizations.
Which key topical areas are covered in the report?
The report covers brand image and loyalty, integration of CSR in marketing, the relationship between business ethics and reputation, and the impact of various CSR initiatives.
What is the main goal of this research?
The goal is to appraise current literature to understand how businesses can leverage CSR policies to improve their brand standing and long-term sustainability.
Which scientific methodology is applied here?
The study utilizes a qualitative literature review and synthesis of secondary academic sources to build a conceptual framework for brand management.
What does the main body focus on?
The main body reviews existing academic literature to identify gaps, links CSR to brand value, and concludes with a conceptual model for practical application in business.
Which, in summary, are the defining keywords for this text?
Key terms include Corporate Social Responsibility, Brand Equity, Brand Image, Brand Loyalty, and Stakeholder Engagement.
What is the significance of the "daisy-wheel model of brand equities" mentioned in section 3.1?
The model is used to describe how brand equity is interconnected with the expectations of stakeholders in the modern digital age.
How does the conceptual model in chapter 4 categorize CSR?
Carroll's framework is applied, categorizing CSR into four primary dimensions: economic, legal, ethical, and philanthropic responsibilities.
Why does the author argue for transparency in CSR?
Transparency is seen as a pre-emptive brand-building weapon that generates resilient loyalty and trust with stakeholders by aligning actions with company values.
- Quote paper
- MR PRASANNA VENKATESAN MEENAKSHISUNDARAM (Author), 2020, Building Secondary Brand Associations through Corporate Social Responsibility, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1234491
