Does CSR matter? : A Quantitative Dissertation on CSR Dimensions Impact on Brand Associations

Abstract: To be socially responsible is a hot topic around the world and it is often discussed how companies shall pull their weight. However, can companies also gain positive brand associations from working with different corporate social responsibility (CSR) dimensions? This study provides insight to what impact economic-, social- and environmental CSR have on brand associations within the clothing industry. The research is based on previous findings of CSR on customer based brand equity, and conducted using a quantitative research approach. Further, this research also contributes with theoretical and managerial implications of how to manage the different CSR dimensions. The results of this study show that social CSR has a statistical significance in terms of its impact on brand associations, as economic- and environmental CSR showed to be insignificant.