CSR as a Media for Company Brand Image

Abstract

Strategically, CSR remains an important part of any business success if adopted and can bring many gains to the company. Many segments of society want to be associated with morally and ethically accepted businesses that care for environment, human rights among others. The study aims to achieve two objectives on: CSR role towards the brand image of the company and communication strategy with stakeholders of the company. The study investigates two private companies of TATA and ITC in India. Total survey was 72 managers of subsidiary companies of TATA Company (48) and ITC Company (24) across Karnataka state of India. CSR on addressing human rights and environment has been done in depth. The study also highlights the role communication plays towards the brand image of the company. Companies CSR reporting standards, their communication strategies adopted in reporting their CSR activities are also disclosed. Findings show that both companies engage into CSR activities for various reasons directed to increasing the brand image. Stakeholder's involvement strategy to communicate with stakeholders has been adopted. The study concludes that the company's reporting of CSR activities has an impact on brand image and all companies are recommended to adopt CSR practices.