A Study on Impact of CSR on Brand Reputation and Consumer Behaviour

A Study on Impact of CSR on Brand Reputation and Consumer Behaviour

Deetchana As

Student Mba- Sathyabama Insitute Of Science And Technology, Chennai

Sabari Varshini S

Student Mba- Sathyabama Insitute Of Science And Technology, Chennai

Arockiya Wilson M

Student Mba- Sathyabama Insitute Of Science And Technology, Chennai

Dr M John Paul

Associate Professor, School Of Management Studies, Sathyabama Institute Of Science Of Technology, Chennai.

ABSTRACT:

Corporate Social Responsibility (CSR) has emerged as a key factor influencing brand reputation and consumer behaviour. Companies that actively engage in CSR initiatives demonstrate a commitment to social and environmental issues, which can enhance their reputation and foster consumer trust. When brands are perceived as socially responsible, consumers are more likely to develop positive attitudes, leading to increased loyalty and advocacy. CSR initiatives, such as sustainability efforts, ethical sourcing, and community engagement, often differentiate brands in competitive markets, giving them a favourable edge. Furthermore, consumers today are more socially conscious, and their purchasing decisions are increasingly influenced by a brand’s CSR practices. Brands that prioritize CSR can attract this growing segment of consumers who value ethical and responsible business practices. However, insincere or poorly executed CSR efforts may have the opposite effect, causing reputational damage and eroding consumer trust. Therefore, for CSR to have a positive impact on brand reputation and consumer behaviour, it must be authentic, well-communicated, and integrated into the company’s core values and operations. In conclusion, CSR is a powerful tool for building brand equity, fostering consumer loyalty, and driving long-term business success.