Strength of corporate social responsibility as a corporate brand association: general public perspective

Abstract

The corporate brand is a valuable intangible asset composed of several associations including corporate social responsibility (CSR). This research effort aims to ascertain the usefulness of CSR by answering the research question: What is the strength of corporate brand associations of CSR in the perspective of the general public? The qualitative research tool of brand concept map (BCM) has been used to prepare consensus BCM for three large corporate brands that the general public in India associates strongly with CSR viz. TATA, ITC and Infosys. Data has been collected from 50 respondents. The structural features of the BCM have been analysed and their reliability has been assessed. This research makes a methodological contribution to the ongoing debate on usefulness of CSR by using the qualitative tool of BCM and by adopting the general public perspective. This study reveals that the corporate brand associations of CSR are not a highly integrated set of associations having a high possibility of activation. Rather, CSR has a limited number of dimensions in the perception of the general public and CSR associations are at best only secondary associations and not primary associations. The findings of this research can help to manage the corporate brand image. While allocating money between CSR and non-CSR activities, the larger allocations should be made for non-CSR activities that will help to develop the size of the corporate brand and the associated product and service brands. The ethical stances of the organisation should be highlighted and ethical stewards should be nurtured.