The harmony between CSR activities and business objectives matters : An explorative research on CSR-brand fit and brand image

Abstract: Brands implement some strategies in choosing the right marketing activitiesand engaging in CSR activities in order to build up a positive brand image inthe consumer's mind and to influence their perceptions. “CSR-brand fit” isthe level of matching between a company's objective and the implementedCSR activities. The purpose of this study is to explore how CSRimplemented activities by a brand could positively influence brand imagewhen those activities are in line with the business objectives of a brand. Thestudy is done by the qualitative strategy with the abductive approachreasoning. Nine unstructured interviews were conducted in order to collectthe data needed. Three cases were used presenting a “CSR-brand high fit” sothe authors could explore how the “CSR-brand high fit” influences the brandimage. The authors found that customers consider the high fit as somethingreasonable and makes common and logical sense.