Impact of Corporate Social Responsibility on Brand Image: A Study on Telecom Brands

Corporate social responsibility is one of the most important considerations of researchers and professionals now days. Many researches’ have been conducted to find out the effect of Corporate Social Responsibility on various other dimensions of organization e.g. corporate branding, investment, sales, performance and corporate image. But there is a huge gap in studies to find out which factor is mainly responsible for Corporate Social Responsibility to influence on other dimensions of brand. Brand image is the most important and basic part of the brand equity as brand image consist of all associations in the mind of consumers related to that brand. So if anything which has effect on corporation from customers point of v iew is brand image. This study helped us to find out the relationship between Corporate Social Responsibility and brand image and the results prove that the Corporate Social Responsible activities have a positive effect on the brand image. Pakistan is curr ently facing the first wave of Corporate Social Responsibility which is society focused because of which Corporate Social Responsibility awareness is not to a good extent in Pakistan. In Pakistan only MNCs are implementing the concept of Corporate Social Responsibility.