Loading

The Impact of Corporate Social Responsibility (CSR) on Building Brand Equity: A case study on Nestle, UK

Harvard, 2500 Words

Table of Contents

Table of Contents

1       Introduction

1.1       Rationale of this study

1.2       Research Aims

1.3       Research Objectives

1.4       Research Questions

1.5       Research Hypothesis

2       Literature Review

2.1       Corporate Social Responsibility

2.2       Dimensions of CSR

2.3       Affected parties of CSR

2.4       Steps to implement CSR in the firm

2.5       Use of CSR in Food and Wellness Companies in Affecting Customer’ Attitude

2.6       CSR, the Development of Brand Equity and Company Performance

2.7       Conceptual Framework

3       Research Methodology

3.1       Type of Investigation

3.2       Data Collection Method

3.3       Sampling Method

3.4       Accessibility Issues

3.5       Ethical Issues

3.6       Data Analysis

3.7       Research Limitations

4       Anticipated Findings

5       Conclusions

6       Timetable and References

6.1       References

6.2       Dissertation Structure

6.3       Timetable

Introduction

Corporate social responsibility has achieved the most attraction all over the world because of its social and environmental goods. The mechanism of this self-regulatory policy mandates the business to follow the concerned law, the ethical responsibility and other global trade norms. Many firms do more for the society and outside the interest of the actual business for which they are not bound by the regulations. The responsibilities of the corporations’ behaviour and functioning are addressed and the corporations are highly encouraged to leave a positive remark in the society by this policy of corporate social responsibility. From the year 1960, this has been a popular concept that has described the legal and moral responsibilities of firms in a narrow way. Corporations are getting more concerned in the social responsibilities as this is a crucial way to survive and flourish in the competitive market by developing a unique competitive advantage named brand equity (Crane, 2008)

CSR is taken as a new marketing tool that can increase the future economic benefits of a corporation by making a cost in the short term. The economic benefits will be derived by developing brand equity for the corporation which means the advantage of generating more economic profit with a better brand name in the market (Spence et al., 2014). The Corporate social responsibility can be one of the most effective ways to develop this important asset of any corporation. The brand image of a corporation is built considering its behaviour towards the society, its own employees and also the surrounding environment. For this reason, corporations are getting more involved in this costly efforts are made only with the aim to build a better brand name relative to its competitors. The relationship between the CSR and brand equity will be analyzed in this study and the context of this study will be Nestle, UK which is a very famous corporation.