Csr Brand Image

This section intends to analyze the links between CSR and brand image. Currently, around the world, corporations are being appealed to embrace their social obligations not only because it is the right thing towards shareholders, customers, employees, society and environment, but also because it strengthens their brands (Zaman, 2014). According to Li et al. (2013), brand image has been acknowledged as one of the most important concepts in marketing and it referred to the characteristic feature of a brand that reflected as brand associations held in public memory. In addition, several empirical findings have confirmed that a favorable brand image elevates the brand trust, brand equity and also the likelihood that consumers will purchase the brand.

When consumers know that the company trying to undertake social responsibility it may result in a positive brand image in their minds (Mart ́ınez et al., 2013). Moreover, Lynch and Chernatony (2004) argue that a brand related to emotional values is perceived more appealing and less likely replaced by competitor brands. In the study conducted by Chen and Bouvain (2005) find out that the company whether or not performs social responsibility has a great influence on its CSR Ranking and brand image, as customers are unwilling to buy products or services from companies which are taking part in socially or ethically irresponsible activities. Consequently, CSR as an emotional part of brand image plays a significant role in a firm’s sustainable competitive advantages, which lead to an increase in market share and

Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation. When brand image is positive or favorable then consumers will perceive a congruent corporate reputation and then increase the likelihood of maintaining their positive attitudes and behaviors. Schultz (2005) also found that loyal consumers more prefer to recommend a specific brand to other people and less likely influenced by competitors. Without a favorable and strong brand image, businesses cannot obtain a greater percentage of the market share, thus corporations always keep observing their branding strategies and practices (Schultz, 2005). According to Wu (2011), brand image has been acknowledged as a significant