Impact Of Corporate Social Responsibility

Retailer corporate social Responsibility

Shedding light on CSR’s impact on profit of intermediaries in marketing channels by Hanna Schramm-Klein Chair for Marketing, University of Siegen, Siegen, Germany Dirk Morschett Chair for International Management, University of Fribourg, Fribourg, Switzerland, and Bernhard Swoboda Chair for Marketing and Retailing, University of Trier, Trier, Germany.

The main study of this paper is to provide information about the corporate social responsibilities which is affecting firm’s image by helping the firm increase their profits by marketing. CSR has an impact on both the employees and also on the firm’s image as it is an important tool to make an ordinary company a multinational firm. CSR has positive impact

Lee

School of Business, Central Connecticut State University, New Britain, Connecticut, USA, and Chang Hoon Oh Beedie School of Business, Simon Fraser University Vancouver, Canada

The main purpose of this paper is to determine the impact of Corporate Social Responsibility on the relation of the customer and corporation and their influence towards brand loyalty. CSR is related with brand loyalty, as more the number of customers will be attracted towards the corporation because nowadays image of the brand matters a lot for generating profits and strengthening the brand position. CSR is used as marketing tool and it has a positive impact on consumer-corporate relation which directly improves the brand loyalty. Firms try to attract customers, so they use CSR and portrait themselves as an environment friendly and sustainable firms so that more people engage with them. Brand plays a vital role in generating profits and also strengthens the relation between the consumers and corporation as more the loyalty, more solid image will be of the brand and firm as well. The data of the research was obtained from American and South Korean subjects. Structural equation model was used for testing the data collected. The CSR has more positive effect on the consumer-corporate relation group wise as compared

A consumer might give response by keeping in mind a particular product brand and hence tarnishes the image of corporate brand. For this purpose it is recommended that corporate brand and product brand are mentioned in future studies for convenience. Clear-cut categories of CSR should be mentioned in future studies rather than putting all the focus on emphasizing brand competencies. One factor which was ignored in this study and has an impact on corporate association, might be taken into consideration in coming studies. That is, economic development factor. In lower developed market, brands which are more competent wins the hearts. Nevertheless, in highly developed markets, brands with high CSR associations can survive since people are more educated and are well-aware about the corporate’s social