Corporate Social Responsibility and Brand Relationships

Open Access
Author:
Arbutina, Abigail Jane
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Lisa Elizabeth Bolton, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
Keywords:
  • Corporate Social Responsibility
  • Consumer-Brand Relationships
  • Brand Love
Abstract:
The key objective of this research is to understand how corporate social responsibility (CSR) affects consumer-brand relationships. A qualitative research study examines the relationships consumers have with brands that are involved with varying levels of CSR to better understand the relationship between the two. Results indicate that consumers have stronger relationships with brands positioned in CSR—especially in the socially conscious consumer segment. Moreover, CSR enhances loyalty when consumers are faced with brand failure—depending upon the nature of the failure. Given this evidence that CSR strengthens consumer-brand relationships, brand managers should consider CSR as a strategic alternative when determining how to market their brands and build brand loyalty.