The Impact of Corporate Social Responsibility Initiatives on Brand Perception

Details

Supervisors

Repoviene, Ruta

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enCorporate Social Responsibility initiatives have significantly evolved through the years since it was first established as a concept. However, lack of a clear and universally agreed upon definition remains a big hurdle when it comes to businesses trying to implement CSR practices into their business strategies. Therefore, the primary aim of this master’s thesis is based on theoretical and empirical analysis to determine the impact Corporate Social Responsibility initiatives have on perception of a brand. To achieve set goals empirical study is conducted by employing mixed-method approach. Research design consists of academic literature review, analysis and synthesis. Empirical data collection is done by using mixed-method approach by combining both qualitative and quantitative methods. Finally, gathered data is analysed via content, thematic analysis and general data triangulation. This thesis confirms proposed research statements by revealing that CSR initiatives do have a positive impact on consumer trust, brand reputation, credibility and overall brand image. However, this being true only when these aspects are being mediated by transparency, authenticity, compatibility with business actions and consistency in brand’s CSR efforts.