The impact of corporate social responsibility (CSR) on brand image and consumer loyalty

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master_Kananen_Annastiina_2024.pdf (1.41 MB)

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School of Business | Master's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Marketing

Language

en

Pages

87+18

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Abstract

This study examines the impact of Corporate Social Responsibility (CSR) on brand image and consumer loyalty within the technology sector, focusing on the role that communication of CSR efforts plays in shaping consumer perceptions. As environmental concerns and the need for corporate accountability have risen, there has been increased interest in CSR strategies, particularly in industries like technology where growth is closely tied to societal impact. Despite the growing importance of CSR, limited academic research has explored how these initiatives affect brand image and consumer loyalty, especially from the perspective of the technology sector (Lee & Lee, 2018; Okafor et al., 2021). Through qualitative research, including eight semi-structured interviews, this study investigates how companies in the technology industry communicate their CSR efforts and how such communication influences consumer perceptions. The research highlights the critical role of transparency, authenticity, and clear communication strategies in establishing strong brand-consumer relationships. The findings indicate that CSR initiatives can positively impact brand image and foster consumer loyalty, particularly when communicated transparently and consistently. However, scepticism about greenwashing and exaggerated claims underscores the need for authenticity in CSR communication. This study provides valuable insights into how technology companies can enhance their CSR strategies to align with consumer expectations and improve their brand image. This research contributes to the growing need of CSR literature by offering industry-specific insights into the technology sector and identifying key factors that influence consumer loyalty, such as communication and CSR transparency. Thematic coding was used to analyse the qualitative data and identify key themes. Future research should examine further the cultural and demographic factors that shape CSR perceptions and explore how ongoing CSR communication can build trust and loyalty over time. Expanding the scope to include larger, more diverse samples and employing longitudinal methods would offer a deeper understanding of CSR’s long-term effects on brand image and consumer loyalty.

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Thesis advisor

Kajalo, Sami

Keywords

consumer social responsibility, CSR, brand image, consumer loyalty, consumer perceptions

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https://urn.fi/URN:NBN:fi:aalto-202501191335

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[gradu] Kauppakorkeakoulu / BIZ