Influence of Corporate Social Responsibility on Brand Building - A Holistic Approach

• Main Authors: Brijlal Mallik, Dr.Dasarathi Sahu
• Format: Article
• Language: English
• Published: Srusti Academy of Management 2015-12-01
• Series: Srusti Management Review
• Subjects: social responsibility; brand value; stakeholder theory; fixed panel data
• Online Access: http://srustimanagementreview.ac.in/paperfile/578814147_Influence%20of%20Corporate%20Social%20Responsibility%20A%20-Brijlal%20Mallik,%20Dasarathi%20Sahu-Vol%20-%20VIII%20%20Issue%20II%20%20Jul%20-%20Dec%202015.pdf
• ISSN: 0974-4274; 2582-1148

This study is a deliberate exertion to find out the role of corporate social responsibility (CSR) on brand building, with the sample being a select group of multinational FMCG companies operating in Odisha state with the best global brands. On the basis of instrumental stakeholder theory, we contrive that CSR is a legible source of cryptic competitive advantage. It has not been used, however, to its full potential, given that CST has lesser role on economic performance than that of the size of the company and other classical financial emblem. We contented that this undervaluation is due to nonalignment of CSR initiative with corporategame-plane. The vale addition of this study in terms of methodology is the ascendant employment of the panel data technique and the introduction of brand building as a measure of corporate game-bit. We also provide empirical evidence of the long-term cosmology of the CSR acumen of the enduring nature of the impact of CSR agile on corporate performance.