The Impact of CSR Initiatives on Brand Reputation and Consumer Purchase Intentions
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The Impact of CSR Initiatives on Brand Reputation and Consumer Purchase Intentions
Authors:
Sarthak Chandrakar1, Mr. Ujjwal Sharma2
1Sarthak Chandrakar, BBA Final Year Student, Amity Business School,
Amity University Chhattisgarh, India
2Mr. Ujjwal Sharma, Assistant Professor, Amity Business School,
Amity University Chhattisgarh, India
Abstract: This study examines the role of Corporate Social Responsibility (CSR) in shaping brand reputation and influencing consumer purchase intentions. As consumers increasingly seek ethical and sustainable brands, CSR has become a strategic tool for differentiation and loyalty-building. By integrating primary data collected from 100 respondents through structured questionnaires with an in-depth review of secondary literature, this paper investigates how CSR efforts affect trust, perception, and buying behavior. The findings demonstrate a strong link between effective CSR communication and positive consumer responses. This research offers practical recommendations for brands aiming to strengthen their market position through responsible corporate conduct.
Keywords: Corporate Social Responsibility, Brand Reputation, Consumer Behavior, Ethical Branding, Purchase Intentions, Customer Loyalty