THE IMPACT OF CSR ACTIVITIES ON BRAND TRUST, CORPORATE REPUTATION AND BRAND IMAGE

Abstract

Coipoiate Social Responsibility (CSR) in today’s world act as a major player for brand creating their Brand image and reputation as per consumer aspect. In this research we are focusing the extents how corporate social responsibility act as an insulator for the brands through company’s participation in social casual development and improvisation which creates an impact of perception from consumer aspect and help brands build an impactful Brand image (BI), Brand Trust (BT) and Corporate Reputation (CR). Through this we have created five hypotheses where we will examine the impact of independent variable (CSR) on other dependent variables (BT), (BI) and (CR). We will examine the impact from consumer point of view how a consumer perceived the trust and reputation ofnay purchasing brand while keeping knowledge ofthe contribution the company or brand is making towards society, environment, living upraising or communal improvisation. The proposed study is targeted to be distributed among a sample of size of more than 350 consumers who tends to have knowledge about popular brands in Pakistan related to any market or product, it can be a company providing service or any brand providing direct retail products.