A STUDY ON THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND PERCEPTION

Corporate Social Responsibility (CSR) has transitioned from a voluntary corporate gesture to a critical strategic priority in modern business practices.This study investigates how CSR initiatives influence brand perception among consumers.Using a structured questionnaire distributed to a sample of 101 respondents, the research analyzes consumer trust, loyalty, and emotional connection with brands that actively engage in CSR.Employing percentage analysis and statistical tools including Chi-square tests, t-tests, and ANOVA, the findings confirm that CSR positively impacts brand perception.The study provides valuable insights for companies aiming to enhance their brand equity through ethical and socially responsible practices.