How Corporate Social Responsibility affect brand image - A qualitative study

Abstract: Background The market together with the demands on companies are ever-changing and it has for long been a growing trend for companies to work in a responsible way towards its society, Corporate Social Responsibility (CSR). CSR gives the opportunity of improving a company‟s brand image, but it has yet to been explored which dimensions of the well known- and cited CSR pyramid, that affect brand image among consumers. Purpose To explore how consumers brand image of companies are affected by companies‟ CSR activities.Methodology The thesis was conducted by a qualitative case study, through focus groups. Conclusion To be able to gain brand image from the work of CSR, companies have to work above the line of what is expected by society‟s consumers. The economic and legal dimensions have to be fulfilled, but they do not independently create a strong brand image. Philanthropic, and partially ethical CSR activities however, provide the possibility of a strengthened brand image.