CSR Laws in India: Does It Impact As a Marketing Tools to Enhance the Brand Equity

7 Pages Posted: 4 Jun 2019

Date Written: March 14, 2019

Abstract

Among the different economic patterns, liberalized economic pattern is the one in which most of the people live in a world which is highly corporatized. Big Corporations indulged in by-product of the activities are called business. Thus there's have to be compelled to have some basic plan on what business is, how it is to be started and developed, the current structure of firm, and establish its the link between society and business/company and why there's a desire for company to be socially responsible. Every corporate house has some social responsibility for social welfare and developments. Because the Indian economy is a mixed economy therefore the stakeholders are expected to contribute for the development of the society. The key purpose of this article is to confer about the laws for corporate social responsibility in India and significant role of CSR in creating brand equity for the firms dealing in consumer durable segment. To study the research objectives a descriptive as well as exploratory research design is used. The secondary data is used to regarding the law involved in CSR in India. For the data accumulation, convenient sampling is used and 253 responses are found complete and utilized for the study in concern. Data is analyzed using SPSS software. Mean, Standard deviation, factor analysis and regression are used in this study. This article revealed that there are five factors namely Brand belief and responsiveness, Brand loyalty through CSR, Brand inclination through CSR, Brand perception and Brand confidence and it also disclosed that all these factors have a significant role to enhance brand equity in consumer durable segment.

Keywords: Corporate Social Responsibility, Brand equity, Brand Perception, Brand Loyalty and confidence, Brand Awareness, Brand Image

Suggested Citation

Thakur, Sandeep Kumar and Srivastava, Vijay and Panwar, Diksha, CSR Laws in India: Does It Impact As a Marketing Tools to Enhance the Brand Equity (March 14, 2019). International Conference on Advances in Engineering Science Management & Technology (ICAESMT) - 2019, Uttaranchal University, Dehradun, India. Available at SSRN: https://ssrn.com/abstract=3383342 or http://dx.doi.org/10.2139/ssrn.3383342

Sandeep Kumar Thakur (Contact Author)

Uttaranchal University ( email )

Arcadia Grant
Premnagar
Dehradun, 248007
India

Vijay Srivastava

Independent ( email )

No Address Available

Diksha Panwar

Uttaranchal University ( email )

Arcadia Grant
Premnagar
Dehradun, 248007
India

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