Discuss about the Impact Of Corporate Social Responsibility On The Brand Image Of An Organisation.
Corporate Social Responsibility (CSR) is a justified approach to provide sustainable development of the organisation. There economical, social and environmental benefits are the concern reason that CSR processing needs to implement in an organisation. New employment opportunities are growing within private and government sectors. Professionals are trained to translate corporate strategies into their CSR behavior. CSR as value creation and implement some shared value in the organization is the main aspect of business companies tried to implement the CSR strategy to show that every aspect of a business deals with them. The CSR department takes care of risk management issues in the organization (Aguinis and Glavas 2012). In many cases, where some ethical issues have found, the department analyses the situation and align some good work from that so that people over there feel the existence of the company. In case of corporate philanthropy, providing funding and skill is the main concern of business and that is the reason CSR intervention is the key issue that can be effective enough to align the case.
In this paper, the brand image of a company is the key issue for this marketing. Company showcases their image for the better marketing position. The brand image needs to be innovative and that encourages the process of the customers’ trust and belief in that matter. In case of marketing branding and innovative way of promotion is the key issue of brand establishment and that have the opportunities for the company to showcase the brand and then extract or generate a huge amount of money from the market, this is the sales revenue they can earn.
Now, the situation is to relate these two facto of the uniform direction of meeting the business opportunities and development. Whatever the business needs some external activities like penetrating a product or penetrate some existing product in the different country, the possible use of CSR is being introduced (Bank 2012). Another use of them is to maintain the positivity of the company and having and scrutinize those factors that can affect the company place, position and establishment.
The scope of the project is to understand the importance of the brand image of the organisation and align the process of CSR responsibilities with that. The geographic scope is the key concern of this process as the CSR. The department has to understand the positional value of the company and the better way that company has surfaced their business development is the key aspect of a business. This is the major scope for CSR department to allow business over the nation or even place and inform the organisation management about the positional development and upbringing of that place.
There are some key benefits that organisation can found due to the involvement of CSR department. Before the benefits are being discussed, there are some key policies that used to take by the CSR department. These are some of the aspects that need to be the highlight in that case. The issue of eradicating hunger and poverty cases in that particular country is important where a company wants to flow their business, and the company use the campaign activities more for the nation. The promotion of education is the key aspect and CSR promotional activities to learn child initiative are influenced by the people mind (Cheng, Ioannou and Serafeim 2014). The department will take the responsibilities of environmental sustainability and through the process, better management and environment aspects are achieved. Promotion of gender equality and empowering women is the key issue of business and through their promotional activities; women are getting attached to the company in term of involvement and consumerism. As mentioned by Dapi and Phiri (2015) The CSR department policy also concerns with the increase child mortality. They have organised some activities that improve suggestions for maternal health and reducing child mortality rate. These are the reason CSR department is important in the organisation. General social issues may be imperative to culture but are neither extensively precious by the company’s operations nor sway the company’s long-standing competitiveness. These are the situation where the intervention is needed from the management and executives and CSR has taken the responsibility (Crane, Matten and Spence 2013).
There are some key benefit and variety of services and products are important and production facilities are important in that case. The strategic approach is the right way to manage the brand image of the organization. Superior reputation management of a company and maintain the quality of the products are the best equation of relating to the product. In simple words, the knowledge of customers is the concern issue in that case and company wants to align those products for the development of a business. The ability to have the positive impact is persisted in between the community. As commented by Wu and Wang (2014) the community positivism is one such case, for those CSR requirements are needed and that can bring up the best changes for the positive state of the nation. As commented by Dhaliwal et al. (2012) The communal difference is the key aspect that needed to be mitigated in tar sequences. In case of public value outcomes, the mindset of organization opportunity and a difference in service is the key issue that can make the difference. The CSR activities are consist of this only and in some more cases, the situation will be far-fetched. The good work environment is the key aspect of better organizational production and that is the reason most of the workplace activities are evolving through the process of CSR intervention. Enhance relationship with employees is also a significant approach to the organization and through this process, employee retention rate will go high and employees performances are quite effective in that case. Positive publicity is an approach that helps the company to reach their target market and media opportunities will help to reach the product to the wider audience and the process is also being formulated by the CSR department.
These benefits will save money and increase production rate that enhance business opportunity as well and also deliver the funding opportunities. The innovation and enhancing the position of the company is the key aspect that help the company to reach their optimum position.
For a person belonging from the CSR background, it will be important for the person to know about the important concept of CSR. The concepts are encouraging enough for the business development. The principles, values and ethics of the business are the major concern for this business and these are the main concern concepts of CSR activities ad approach. As opined by Servaes and Tamayo (2013) the first aspect is accountability. Transparency in activity and the comprising rules and regulations are the key aspect of that. There is a legitimate responsiveness that needs to be accountable for the company as well as for CSR department. The next concept of is to taking responsibility. The responsibility is the key term that must fulfil the area of organisation responsibilities to grow in the particular position and deliver their best to align the market in a suitable term (Edmans 2012). The case of own benefit is not the concern of this matter rather; the concept of global progressive nature is the important part of CSR. Corporate governance and the economic development of the organisation is the key directed and controlled factor that addressing the relationship between the business and society. As mentioned by Tai and Chuang (2014) The need of society along with value creation of the product is the concern aspect for the business. They always want that product value will increase as per the time goes and that evolve the nature of market segmentation and deliver the best positive approach to the product so that it remained the best product in the market. Corporate image of a company either positive or negative it cannot be a mediocre as the products of the company can be considered either good in term or can be bad, thus the status of the company can be defined in this form and that illustrated the business opportunities and preferences for customers (Emeana 2013). The definition of brand positioning and perceptual mapping of product is the key issue and that delivers a corporate image of the company also. The next stage is the sustainability and that ensure a long-term business flowing and maintaining the same business dealing for years. In that process it will be important to have such kind of infrastructure, position and marketing innovation of the company and that will deliver more business opportunities for the company as well. As commented by Jo and Harjoto (2012) sometimes, company sets some short-term goals and after the successful completion of these goals they move towards the new goals and opportunities. Business ethics maintenance concept is also an important aspect of CSR. The concept of maintaining the ethics is to concern with good, bad, right and wrong condition of the business. The aspect of organisational principle and maintaining the basic values is most important factor of business.
The legal responsibilities, ethical responsibilities and philanthropic responsibilities all are important in that genre as the situation is more influenced by the effective involvedness or people. The element of ethical responsibilities, which is missing in that case, is the major aspect of business and that has been done by the CSR department.
The case of brand locality almost depends on the customers’ adjustability with the product and the importance of the product in their life. So, basically, customers’ loyalty is also associated with the brand loyalty case. In case of outperformed the competitors in same business brand selection and innovation is the key term that needs to be there for the successful completion of business. In that case, the extremely competitive market and repetitive set of purchasing are there and that can influence the business opportunities in business. The key benefits of the brand loyalty are like lower price sensitivity and reduced the expenditure by attracting new customers. The improved organisational profitability is the key concern for the company and that is the reason organisational profitability is maintained by the CSR department. There are four distinct categories is mentioned in that case (Khan, Muttakin and Siddiqui 2013). The four factors are addressing the typical behaviour of the customer and typical attitudes towards the products. The consumer categories are involved in that case, along with the captive, convenience seeker, contented and committed customers. In case of typical behaviour, the customer continues this product as they have on such choice to change another and they are bound to purchase the product.
However in case of typical attitudes, being neutral to the brand is the concern effect that perceives the brand in the negative light. In simple words, the positional attitude of customers to their products is the concerning aspect that can change anytime with the involvement of new product. In case of, the second aspect like convenience seeker their typical behaviour is to involve the low involvement purchase and make regular and repeat transaction that associated with the brand. On the other hand mentioned by Dapi and Phiri (2015), the typical attitudes are the concern with the associated brand convenience and have no more particular brand to deal with the associates. The phase of content is the based on the merit of the product and that evaluated by the typical behaviour and the brand opportunity, that customer can have for this globalised business world. The positive relationship with the management and brand equity deliverance is the key concern to relate the positive attitude of product. The committed section is the concerned aspect of business and in case of typical behaviour adding value to the brand and supports the customer to customer interaction is important in this section. On the other hand Kim, Park and Wier (2012), commented that typical attitude delivers the word of mount exchange and engages some positivity with potential customers.
Brand loyalty is the emotional attachment to brands and influence of digital media and targeting product for the development of business is the key concern for brand awareness and experience. Loyalty is commitment. Its occurrence is never definite but its non-existence can be easily secured. Loyalty can be jointly reciprocated; however is substance to subsist on its own (Kitzmueller and Shimshack 2012). Loyalty is a choice that can be exercised between associates, relatives, associates, and customers and from them, better results can be extracted in a suitable manner.
The entire Triple Bottom Line concept encourages the overall business situation and the business performance of an organisation. The three major areas of concern are People, Profit and Planet. Business performance is fully depending on the organisational position and process to get better business opportunities in the market (Govindan, Khodaverdi and Jafarian 2013).
Business is usually assumed for the profit percentage, but the way of getting profit is not easy. It needs some innovation that brings the object different from others. This is the main aspect of profit management. So, the entire financial engagement is considered by the CSR department. The model also shows the importance of profit portions as the portion will provide enough contribution for the sustainable business grows up in the globalised market.
Another perspective is the planet where CSR department has to take some extra initiative for a planet and that will the impressive outline of the organisation. The infrastructural setup of the organisation is crucial and has to be aligned environmental productiveness and activities to helping the entire process (Govindan, Khodaverdi and Jafarian 2013). This is the crucial moment that has given a sustainable position of the environment and delivers the best-supporting nature that free of carbon footprint and toxic gasses.
The last thing about the model entrusting the way they maintained people. People are the more affecting factor of business and they have the different concept to get engaged people with the brand and through this process more revenue will be gained (Govindan, Khodaverdi and Jafarian 2013). The calculation of the reliability and consistency is the key aspect of business and that deliver benefit for people.
There are some organisational benefit accessed from the theory and in most of the cases, better measuring of business and outlining of this is the crucial aspect to be considered. The encouragement of CSR reporting is one of the benefits of this model and that somehow encourage the business performance and development. When the company is mixed up in a compassionate endeavor like volunteering with nonprofit, impending clients and customers receive the note of that and it creates a much stronger connection with them. A customer is more likely to spend their money on a company that has a brawny CSR program over one that does not (Edmans 2012). The model is also aligning with the brand image of the company and delivers the best possible way to enhance the image of the product so that people get attracted to products. There are six pillars of capital like financial, intellectual, manufactured, social, human, relationship, and all these pillars are considered to be used for the development of the organization and CSR department takes care of all sections of the organization.
In case of sourcing ethically and practically the process sustainability needs the long establishment of the company. If not, then it will be a risk for the company to stay for long. There are some projects that strengthen the business opportunity for the organization and develop the actual band image of the company. In case of strengthening business position innovation in product and deliver something new is also important. This is the situation where customer preferences have changed and the people are thinking about the attitudes where the legitimate expectation is not adopted by the organization to make a proper product that makes a better position in the company. The perspective has been changed in case of product brand management as people have lots of other products to choose in (Jo and Harjoto 2012). The paper establishes that based on the geographical factors of place and positioned; there were no noteworthy differences for the business set up making and making the business in a suitable sustainability process that has faced with the questions if corporate social responsibility had an influence on how they outlook a branding of the product.
Conclusion
Therefore it can be concluded that brand image of an organisation is the key perspective for which a business can survive its sustainability. The importance of CSR is there and they maintain all three aspects like people in the nation, the associated subparts, the entrails provinces and their campaigns also helpful for the business and that is the reason CSR intervention is needed for the development of the brand image. The section is also helpful for the brand image of the organisation and that will effectively affect the market segment. CSR initiatives can optimistically or pessimistically impact the business understanding and depending manner on how CSR inventiveness aligns with the benefit of the public. In accumulation with other factors, the lack of CSR initiatives can also unenthusiastically blow the business as customers and human resources increasingly sink towards production that looks beyond the baseline.
References
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Carroll, A.B., 2015. Corporate social responsibility. Organizational dynamics, 44(2), pp.87-96.
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Crane, A., Matten, D. and Spence, L., 2013. Corporate social responsibility in a global context.
Dapi, B. and Phiri, M.A., 2015. The impact of corporate social responsibility on brand loyalty. Journal of governance and regulation, 4(4), p.8.
Dhaliwal, D.S., Radhakrishnan, S., Tsang, A. and Yang, Y.G., 2012. Nonfinancial disclosure and analyst forecast accuracy: International evidence on corporate social responsibility disclosure. The Accounting Review, 87(3), pp.723-759.
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