Building Secondary Brand Associations through Corporate Social Responsibility

Submitted Assignment, 2020

11 Pages, Grade: A+


Table of Contents

1.0 Introduction

2.0 Review of Literature
2.1 Brand Image & Loyalty
2.2 Brand Marketing & Approaches
2.3 CSR Initiatives & Impacts

3.0 Recommendations for Further Research
3.1 CSR in Between Brand Reputation & Equity
3.2 Relationship Between Business Ethics & Brand Image
3.3 Types of CSR Initiatives

4.0 Recommendations for Brand Management Practice

Topic : Building Secondary Brand Associations through Corporate Social Responsibility

1.0 Introduction

The global market has several organisations functioning with notable financial growth and reputation. Corporate social responsibility plays a vital role in building successful secondary brand associations. CSR is the giving back to the society which holds a people from varied categories such as stakeholders to common people. According to Bowen (2013) CSR has few constraints for entrepreneurs to progress with certain activities, which will be an added value for the society. This report aims at exploring the topic of building secondary brand associations through CSR by equipping the report with an appraisal of literature and evident materials. Moreover, the report will emphasize on the shortcomings and gaps of resources in literatures if any and provide futuristic suggestions and recommendations for the topic. Following figure depicts the mind map for the topic.

Figure 1: Mind Map

Abbildung in dieser Leseprobe nicht enthalten

2.0 Review of Literature

2.1 Brand Image and Loyalty

The work of Shwu-Ing & Wen Hsuan (2014), Kumar & Maheshwari (2013), and Yadav (2015) has deep focus towards the brand image and loyalty of customers towards to a specific brand. Shwu-Ing & Wen Hsuan’s literature is based on a comparative study with close connection related to the activities of CSR. They mention that the effect of CSR is evaluated based on five core factors, namely the brand image, satisfaction, loyalty, attitude and consumer’s perception. The research highlights that, if organisations work hard and generate a successful CSR policy than their originally stipulated one, it is likely that consumers will show interest to purchase the products not only for the present time, however for also in the future due to sustainability. This is supported by Yadav (2015), who mentions that the fundamental goal branding is to develop a substantial and distinctive existence in the market that appeals and retains loyal customers. The study misses to focus on how to improve the existing techniques of CSR to acquire competitive advantage rather than merely performing basic duties of CSR.

For more substantial evidence, Kumar & Maheshwari (2013) mention that due to the present booming era of globalisation, majority of the companies encompass the CSR as it strengthens their brand for prominent reasons. An entity’s CSR initiative action affects stakeholders’ principles toward the organisation in terms of them to seek employment in the company, consume the products and be a shareholder (Kumar & Maheshwari, 2013).Factors do not analyse the extreme levels on how to capture brand loyalty and on how to safeguard the brand image and more importantly the review does not mention about corporate branding tactics as it is one of the major building blocks which acts as a pillar of strength between CSR and sustainability.

To put it briefly, the literature on brand image and loyalty states that implementing CSR policies has a great impact on the people in a positive manner which leads to flourishment of the company in the near future. The following segment focuses on the elements of brand marketing and its approaches.

2.2 Brand Marketing & Approaches

Kristiane and Steven (2004) briefly touch upon the three approaches that are essential to incorporate CSR with brand marketing, the approaches are namely integrated, selective and invisible. The journal argues that, for sustainable growth of business, not only the activities of CSR are enough, however, it needs to link up with authentic and tangible business practices, persistent communications and customer satisfaction for fruitful constructive end results.


Excerpt out of 11 pages


Building Secondary Brand Associations through Corporate Social Responsibility
University of Northampton  (Amity Global Institute, Singapore)
BA (Hons) Business Studies
Catalog Number
building, secondary, brand, associations, corporate, social, responsibility
Quote paper
MR PRASANNA VENKATESAN MEENAKSHISUNDARAM (Author), 2020, Building Secondary Brand Associations through Corporate Social Responsibility, Munich, GRIN Verlag,


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