CSR as a Marketing Tool: A Study on the Impact of CSR Practices on Brand Loyalty of Customers (Hindustan Unilever ltd.)

CSR as a Marketing Tool: A Study on the Impact of CSR   Practices on Brand Loyalty of Customers (Hindustan Unilever ltd.)

Kumari Jyoti, University of Lucknow

ABSTRACT

This paper examines the impact of Corporate Social Responsibility (CSR) on brand loyalty, with a specific focus on Hindustan Unilever. It highlights the importance of effective communication strategies to ensure that customers are well-informed about the company's CSR initiatives. The study emphasizes the need for targeted CSR programs that cater to different demographic groups, fostering stronger consumer engagement and brand affinity. Additionally, it underscores the significance of long-term commitment to CSR efforts, as consistency builds credibility and trust. Transparency in CSR reporting, through detailed disclosures and third-party audits, is also identified as a key factor in enhancing consumer confidence. Furthermore, the paper discusses the value of high-impact CSR activities, such as environmental sustainability and community health programs, in strengthening brand loyalty. By integrating these strategic CSR practices, Hindustan Unilever can enhance its brand reputation and cultivate lasting customer relationships.

Key Words: Corporate Social Responsibility (CSR), brand loyalty, consumer engagement, transparency, targeted CSR programs, corporate image, competitive advantage, environmental sustainability, social impact, public relations.