CORPORATE SOCIAL RESPONSIBILITY IMPACT ON BRAND IMAGE: THE CASE OF NATIONAL ALCOHOL AND LIQUOR INDUSTRY

Abstract

The main objective of this study is to provide a thorough understanding of the corporate social responsibility impact on brand image in national alcohol and liquor factory. An explanatory study was used to examine the relationship between different causes and variables and how they affect each other. The study was conducted by a sample of 385 data from national alcohol and liquor workers, local community, stakeholder and customers. Probability sampling is a more representative and more useful sampling method, this particular sample was selected for this study. Primary and secondary data sources were used for the study. In this study a questionnaire survey instrument was employed as structured questioners are suited for quantitative research design. The collected data was analyzed using SPSS version20. Percentage, mean, standard deviation & relevant statistical methods were employed. These results show that there is a strong link between philanthropic balance and brand image and economic &legal balance and product image, the relationship between economic and brand image is weak& a positive correlation between all corporate social responsibility metrics and brand image. As both corporate social responsibility and product image are complex concepts, qualitative research can be conducted for research.