The Impact of Corporate Social Responsibility on Brand Equity

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.