THE RELATIONSHIP BETWEEN CSR AND BRAND IMAGE

This study explores the relationship between Corporate Social Responsibility (CSR) and brand image, emphasizing the growing importance of CSR in strategic brand management. In a rapidly evolving global market, companies are increasingly recognizing CSR as a means to build trust, foster consumer loyalty, and differentiate themselves from competitors. The research investigates how CSR initiatives—ranging from environmental sustainability and ethical labor practices to community engagement—impact consumer perceptions and contributes to the formation of a positive brand image. Drawing on existing literature and theoretical frameworks such as social identity theory and attribution theory, the study highlights the psychological and behavioral mechanisms that influence stakeholder responses to CSR. It also examines the role of communication strategies in shaping these perceptions, noting that transparency and authenticity are key to avoiding consumer skepticism. Moreover, the study considers contextual variables such as industry type, cultural norms, and stakeholder involvement, which can moderate the CSR-brand image relationship.