CORPORATE SOCIAL RESPONSIBILITY AND ITS INFLUENCE ON BRAND PERCEPTION AND CONSUMER LOYALTY

Abstract

CSR has changed its position as a compliance mechanism in a regulatory dimension into a stance of strategic usefulness that defines the existence of the corporate identity and influences the consumer behavior. In this paper, the two areas that will be evaluated are the impact of CSR-based activities on brand perception and customer-loyalty in India. Structured questionnaires will be used to develop primary data on a sample of consumers in the urban areas based on descriptive research design to assemble basic data needed to complete the study, and secondary data will be accessed in order to reach a conclusion on CSR practices in the companies of interest. It turns out that environmentally sustainable, community development, and ethical business activities will assist the consumers in positively perceived brands and developing long-term loyalty. Data analysis will be based on the statistical tools, i.e., correlation and regression analysis to prove the hypothesized relationships. Hopefully, the results shall be practical to the marketers and the managers in throwing down sharper light on the applicability of CSR in enhancing the brand equity, consumer trust as well as long term competitive advantage.