Corporate Social Responsibility And Brand Reputation: A Case Study

1Introduction

This research focuses on Corporate Social Responsibility and brand positioning, specifically the role CSR plays within positive positioning in a Business to business market. In order to observe this a case study will be performed with Electrolux Ljungby.

For each day the marketplace increases in competitiveness (Ref). This presents difficulties for firms to increase in marketshare. There are numerous ways for companies to increase firm performance, but positioning their brand would create competitive advantage (Ref).

Corporate social responsibility (CSR) is a ‘Hot’ topic as sustainability is the current business trend in our global market.

1.1Background

Electrolux

(History)

(Background information; CSR initiatives)

1.2Problem

Corporate reputation, usually, demonstrates a worth judgment about the company 's traits. Usually, corporate reputation develop after some time as a consequence of predictable execution, fortified by viable correspondence, corporate images can be formed more rapidly through thoroughly configured communication programs. Organizations need to extend a precise and positive image to their partners. They likewise want a positive notoriety in the psyches of these constituents. Hence, its picture and notoriety according to its partners is essential to the organization. The main partners with whom most extensive enterprises must be concerned are: clients, wholesalers and retailers, suppliers, joint venture partners, monetary establishments and experts, shareholders, government administrative offices, social activity associations, the overall population, and staff members (Gray and Balmer,

Accordingly, the fulfillment of a positive picture on center qualities and whatever other qualities that separate it ought to be of the most astounding need to any organization (Hague and Jackson, 1994). Aaker (1996) distinguished four primary sources of brand equity. These were: brand loyalty, brand awareness, perceived quality, and brand associations (Bendixen et al, November 2003).

2.3.1Brand Loyalty

Brand loyalty is a term used to depict purchaser inclination for a specific brand – purchasing a particular brand on a predictable premise. The purchaser will adhere to a specific brand while thinking of some as buys. Brand faithfulness exists because of dedicated customers (Chaudhuri, 1999).

Numerous effective entrepreneurs say that essentially constructing brand faithfulness is for the most part about making a guarantee to individuals and conveying on that promise. Which means that if you make a guarantee and keep to it, you gain in faith from your