Abstract:
Purpose- This study aims to examine the efficacy ofwhole range ofCorporate Social
Responsibility in developing better reputation in fast-food industry. Carroll’s pyramid
model ofCSR was adopted to shed a light in this research that addresses all dimensions
ofCSR including economic, legal, ethical and philanthropic responsibilities. In this
context much research has been conducted in developing countries from the multi
stakeholder viewpoint, but CSR is still less focused from consumer’s perspective.
Moreover, not ail the dimensions have been examined.
Methodology/sample- A quantitative research design has been adopted in this study that
involves the collection of data through survey questionnaire from 151 university students
located in Karachi. Four hypotheses were developed from the literature review. To
analyze the data Regression test were used.
Findings- The outcome ofthis study is that it facilitates with consumer insights into the
development of efficient CSR strategies to improve brand reputation and consumer
loyalty. This study explores that the only ethical dimension ofCSR has link with Brand
reputation. It was concluded that respondents in Pakistan consider the ethical
responsibility the utmost requirement.
Practical Implications- Findings ofthis study have number ofimplications in food
industry and restaurants. Firstly, CSR is no more as a gesture as philanthropic practices to
attract the public. This research undoubtedly uncovers consumer’s expectations towards
CSR to encourage hotel managers to develop effective CSR strategies for better
reputation mechanisms. Secondly, this study is a source ofinformation for marketers to
be responsive towards advertising. Third, as consumers are becoming more ethical
conscious this study draws an attention to the need of producing nutritious food and
wellbeing for consumers
