A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY INITIATIVES ON BRAND AND MARKETING PERFORMANCE IN GUJARAT

This study examines the impact of Corporate Social Responsibility (CSR) initiatives on brand and marketing performance in Gujarat, India. Using secondary data from government reports, corporate disclosures, research publications, and credible news sources, the study analyzes year-wise CSR expenditure, sectoral allocation, and industry participation within the state. A descriptive and analytical approach is employed to identify patterns linking CSR spending with brand outcomes such as reputation, visibility, customer trust, and stakeholder engagement. The findings suggest that consistent and strategically aligned CSR activities contribute positively to corporate image and marketing effectiveness, particularly in an industrially advanced regional economy. The study highlights the role of CSR as not only a social obligation but also a strategic marketing tool that enhances long-term organizational sustainability and competitive advantage.