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The Role of Corporate Social Responsibility (CSR) in Building Brand Reputation.

Authors:

• Shivani Guru, Assistant Professor, Amity Business School, Amity University, Chhattisgarh. Email:- sguru@rpr.amity.
• Heena Panjwani, Student, Amity Business School, Amity University, Chhattisgarh. Email:- heenapanjwani123@gmail.com

ABSTRACT

Corporate Social Responsibility (CSR) has transitioned from a philanthropic concept to a strategic requirement for companies pursuing long-term competitive edge and positive stakeholder interaction. This research essay examines the role CSR plays in creating and strengthening brand image, an essential intangible asset in today's socially conscious marketplace. Based on a comprehensive literature review and incorporation of empirical evidence, this study investigates the most prominent CSR dimensions — i.e., ethical, legal, economic, and philanthropic responsibilities — and their impacts on consumer trust, brand loyalty, and corporate credibility perception. In addition, it evaluates the mediating function of customer trust and how CSR-based branding strategies affect consumers' attitudes, specifically in intensely competitive sectors such as banking and technology.

Based on both secondary data and interpretation of survey-based data, this research finds that CSR programs substantially enhance brand reputation in conjunction with transparent communication, ethics, and customer expectations. The results underscore the need for businesses to embed CSR as a fundamental business strategy and not an extraneous activity. The study adds to the increased debate on CSR by suggesting a conceptual framework connecting CSR to mechanisms of brand-building and providing practical implications for policymakers and business leaders.

KEY WORDS

Corporate Social Responsibility, Brand Reputation, Customer Trust, Brand Equity, ss Ethical Branding, Stakeholder Perception, Sustainability.