The Impact of Corporate Social Responsibility on Brand Equity

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

27 + 8

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Abstract

Corporate social responsibility (CSR) has become a crucial strategic requirement for organizations. Understanding how CSR affects brand value is an integral part of brand management. This thesis conducts a comprehensive literature review in order to investigate the complex relationship between CSR and brand equity and examines how CSR initiatives can affect brand equity especially through brand image utilizing Keller’s (2001) Customer-Based Brand Equity model and Carroll’s (1991) Pyramid of Corporate Social Responsibility as the main supporting theories. The findings of the literature analysis provide valuable insights and understanding of the role of CSR in managing brand equity.

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Thesis advisor

Blakaj, Hedon

Keywords

corporate social responsibility, brand equity, customer-based brand equity, brand image, brand reputation

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https://urn.fi/URN:NBN:fi:aalto-202405193433

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[kand] Kauppakorkeakoulu / BIZ