Impact of Corporate Social Responsibility On Brand Image : A Study on Telecom Brands of Pakistan

ISBN-13: 9783659251405 / Angielski / Miękka / 2012 / 308 str.

Amna Arif; Muhammad Nadeem Salam

Opis

Many researches have been conducted to find out the effect of Corporate Social Responsibility on various other dimensions of organization, e.g. corporate branding, investment, sales, performance and corporate image. However, there is a huge gap in studies to find out which factor is mainly responsible for Corporate Social Responsibility to influence on other dimensions of the brand. Brand image is the most important and basic part of the brand equity as brand image consists of all associations in the mind of consumers related to that brand. So if anything which has the effect on a corporation from customer's point of view is brand image. This study helped us to find out the relationship between Corporate Social Responsibility and brand image, and the results prove that the Corporate Social Responsible activities have a positive effect on the brand image. Pakistan is currently facing the first wave of Corporate Social Responsibility, which is society focused because of which Corporate Social Responsibility awareness is not to a good extent in Pakistan. In Pakistan only MNC's are implementing the concept of Corporate Social Responsibility.

O autorze

Amna Arif is a business graduate from IBIT, University of the Punjab, with specialization in Marketing. Currently, she is serving in University of Punjab as a lecturer. Her areas of interest in research are: Marketing, Advertising and Management. Mr. M.Nadeem Salam has completed his MBIT in the year 2012 from IBIT.