AN EMPIRICAL STUDY: CSR ACTIVITIES IN AN ORGANISATION AND ITS IMPACT ON IMPROVEMENT OF ITS BRAND EQUITY
In today’s competitive world every organisation wants to improve their brand image. Corporate Social Responsibility is the best strategy to enhance an organisation’s brand value. CSR goes together with a smart brand strategy. Consumers vote with their wallets, supporting companies that demonstrate concern for employee welfare, community development, environmental sustainability, and human rights.
The main reason for conducting this study is to find out the impact of Corporate Social Responsibilities on Brand Equity. According to Company Act 2013, it is compulsory for the organisation to donate 2% of their profit for those whose net worth and profit cross a threshold limit. Before the act it was a voluntarily for the organisation to donate for the cause. For the organisations, brand equity has become a priority from the last decade. According to the researchers, CSR is having a positive impact on Brand Equity. Therefore, the managers are using CSR as a strategic tool to improve the positioning of their brand in the market. CSR is a name of consistent and true commitment to behave ethically and take part in the development of economic growth and improving the quality of life. CSR has got different approaches for different companies and it depends on the firms what to choose.
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