Brand Awareness through Corporate Social Responsibility(CSR) Advertising: A Study on Consumers of Kolkata

  • Soumen Nath

Abstract

In the era of liberalization, privatization and globalization ( LPG) , Corporate Social Responsibility ( CSR ) becomes a buzzword for gaining competitive success. The concept of Corporate Social Responsibility started its journey as a moral obligation of the business to the stakeholders,community, society and environment at large. It is no denying fact that a large number of organizations are working on it to give a boost towards social and environmental consciousness. But on the contrary companies are also using CSR tagged advertisements to create a distinctive identity of its own to outperform its rivals. CSR tagged advertisements are gaining momentum as the powerful tool of attracting, retaining and gaining the support of consumers. On the top of the list companies are using CSR linked advertisements as a tool of communication to influence and improve consumer trust and loyalty in their brands. Companies are also hiring advertising agencies to further spread the word about their business through CSR advertisement. CSR tagged advertisements are focusing on the principle that portraying the contributions made by the company for a good cause will generate positive image in the mind of consumers and also influence their purchase decisions. Under these circumstances it is of significance to explore the relationship between CSR advertisement and consumer brand awareness. This study aims at finding out the impact of CSR advertisement on general consumer awareness about the company and desire to get associated with it.

Published
Jun 29, 2016
How to Cite
NATH, Soumen. Brand Awareness through Corporate Social Responsibility(CSR) Advertising: A Study on Consumers of Kolkata. Society Today: An Interdisciplinary Journal of Social Science, [S.l.], v. 5, n. 1, p. 11-25, june 2016. ISSN 2319-3328. Available at: <https://societytoday.in/index.php/soct/article/view/64>. Date accessed: 24 nov. 2017.
Section
Articles