ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
THE IMPACT OF CORPORATE SOCIAL GOVERNANCE ACTIVITIES ON BRAND LOYALTY AMONG CUSTOMERS
Sidharth Gupta, Karan Saxena, Manjari Garg, Mahtab Anwar, Anshikan Mishra
Affiliations:
LAL BAHADUR SHASTRI COLLEGE, PGDM (RESEARCH AND BUSINESS ANALYTICS)
Abstract:
Companies that participate in corporate social responsibility (CSR) initiatives can improve stakeholder attitudes and support behaviours (such as making purchases, applying for jobs, and investing in the company) as well as, in the long run, improve their corporate reputation, fortify their bonds with stakeholders, and increase the advocacy actions of their stakeholders. Brand image and equity has been two terms in every corporate which has been always helping corporates in knowing more and better about their consumers. Brand image is an important concept in consumer behavior studies since the early years. when talking about the Indian subcontinent and Indian markets one major example of one of the largest Indian conglomerates named Tata. Tata Group reinforces its brand image througha robust commitment to corporate social responsibility (CSR). The conglomerate engages in community development programs, focusing on education, healthcare, and infrastructure to enhance the quality of life in local areas. Corporate Social Responsibility (CSR) activities have a significant impact on brand image and consumer perceptions.
Keywords:
Corporate Social Governance, Corporate Social Responsibility, brand image, consumer perceptions
Publishing Chronology:
Received - 4/3/2024
Revised - 15/5/2024
Accepted - 21/7/2024
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