Role of Corporate Social Responsibility in Enhancing Organizational Brand Image: Evidence from the Nagpur Region

Abstract

Corporate Social Responsibility (CSR) is a relevant strategic instrument that organisations in the competitive business world are adopting to improve their reputation as well as to create a strong brand image. The CSR efforts allow organizations to show their dedication to the social good, sustainable environment, and corporate ethical practices. The current paper is exploring how Corporate Social Responsibility programs can help to improve the organizational brand image in Nagpur region. A descriptive research design is used in the research, which is founded on the primary data gathered based on the structured questionnaire of 200 respondents involved in the study that included consumers and stakeholders related to the organisations that engage in CSR activities. The respondents were selected using convenience sampling technique. The statistical methods of analysis included frequency and percentage to analyze the data. The research results indicate that most of the study participants have knowledge of CSR practices by the organization and feel that the practices have a positive impact on corporate reputation, client confidence and the perception of its brands. This research paper establishes that CSR activities are very important in enhancing organizational brand image and relationship with stakeholders. The study also puts special emphasis on strategic importance of CSR in creating a favorable corporate identity, and recommends that those organizations need to encompass socially responsible activities in their business strategies to attain the sustainable brand development.