The Impact of Corporate Social Responsibility on Brand Image: A Case of Kathmandu Valley

Abstract

This study examines the impact of corporate social responsibility on brand image: A case of Kathmandu valley. Brand Image is the dependable variable. The independent variables are environmental sustainability, employee welfare program, transparency in operation, community engagement program and philanthropic activities. The primary source of data is used to assess the opinions of the respondents regarding the impact corporate social responsibility on brand image in case of Kathmandu valley. The study is based on primary data of 131 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the different impact of corporate social responsibility on brand image in Kathmandu valley. The result shows that environmental sustainability has a positive impact on brand image. It indicates that increase in environmental sustainability practices leads to increase in brand image. Similarly, employee welfare program has a positive impact on brand image. It shows that effective employee welfare program leads to increase in brand image. Likewise, transparency in operation has a positive impact on the brand image. It implies that increase in transparency in operation leads to increase in brand image. Further, community engagement program has a positive impact on brand image. It indicates that increase in community engagement program practices leads to increase in the brand image. Moreover, philanthropic activities has a positive impact on brand image. It states that increase in philanthropic activities leads to increase in the brand image.