Group Members

Usman Naseem
Arbab Mazhar
Tahir Mushtaq
Tahir Usman

l1s12mbam2020
l1s12mbam2022
l1s12mbam2015
l1s12mbam2043

Effect of corporate social

responsibility to create Brand
Image of a Company

keywords

Corporate Social Responsibility

Customer Trust
Consumption
Promotion.

Background
Corporate Social Responsibility is increasingly
becoming an important activity in all over the
world and has quickly become an important part
of any companys plan. Companies have now
realized that if they want to capture the market
and attract viable consumers, CSR is probably the
most effective tool which they should use.
CSR leads to a positive image of brand in the
consumers mind and this happen when there is
element of trust among the corporation and the
consumer.

Objectives
The main objectives of this research is to
identify the impact of Corporate Social
Responsibility on Consumption and as well as
how does the trust of customer mediates the
relationship.

Significance
The companies know that certain things must
be implemented in the companys products
and procedures that create value for the
customers just like as corporate social
responsibility has created

Limitation
This research is limited for the appropriate
evaluation of customers of particular brand
every brand have to modify it before
implementing it.

Literature Review
A number of researches have been done on finding the impact of
the Socially Responsible activities on different organizations
Corporate Social Responsibility (CSR):
McWilliams & Siegel, (2001) as the firms working activities that it
actively takes part in, and that provide something of value to the
society apart from being worth valuable to firm itself.
Ali, Rehman, Yilmaz, Nazir, & Ali, (2010) as the idea of an
organization to show some kind of social responsibility in all of its
working processes and the organizations rules and policies
This concept is not only being used by private organizations but
government organizations and different multi-national not-forprofit organizations are also giving great importance to corporate
social responsible activities Fang, Huang, & Huang, (2010)

Literature Review
Customer Trust:
Customer trust is a precondition for prosperity.
Yet, most businesses
Act as if customer trust develops because the
business believes it is honest.
Build only a shallow type of trust that does not
lead to profitable relationships and loyalty.
Have no strategy to build the type of trust where
customers increasingly value the relationship.

Literature Review
Consumption:
Consumption is most vital in the field of
consumer behavior research.
This term has been used in a great number of
researches by many researchers.
The concept of Consumption stated by (Dobini &
Zinkhan, (1990) was that when customer buy a
product or service, they do so with a thing in
their mind that is other than the visible
specifications of the brands product.

Literature Review
Promotion:

Theoretical Framework:
Corporate Social Responsibility is an independent
variable and it indicates the extent to which a
company is being socially responsible for the
society.
Customer Trust is a mediating variable and it
indicates the belief that a customer has on the
companys product or services.
Consumption is a dependent variable and it
indicates the perception of the customers of a
companys products or services in their mind.

Model