Abstract:

This research study investigates the impact of Corporate Social Responsibility (CSR) initiatives on brand image in the Indian market, focusing on consumer perceptions across major metropolitan cities. With CSR becoming a legal requirement for large companies in India, this study aims to explore how CSR efforts influence brand image, trust, and loyalty. A survey method was employed, gathering data from 500 respondents across the FMCG and automobile sectors. The study uses statistical tools such as correlation and regression analysis to identify key CSR factors that significantly shape brand image. Results indicate a moderately strong positive relationship between CSR initiatives and brand image, with environmental sustainability, community welfare, and employee welfare being the most influential CSR factors. The study also reveals that consumers who are aware of a company's CSR efforts tend to perceive the brand more favourably. CSR activities significantly enhance brand trust, loyalty, and corporate reputation, emphasising the need for effective CSR communication. This research provides insights into the growing importance of CSR in shaping brand perception in the Indian context, urging companies to adopt meaningful CSR strategies that align with consumer values for sustained brand success.

Keywords:

Corporate Social Responsibility, brand image, consumer perception, environmental sustainability, brand loyalty, India

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Methods