BackgroundOrganisations, as open systems, have a duty to carry out their operations with a community of stakeholders in mind; this underscores the essence of the concept of 'Corporate Citizen' which is key in the efforts by such entities to distinguish their 'Brand' from the competition. The establishment of brand image and brand loyalty is not so easy, and enterprises should implement Corporate Social Responsibility (CSR) and other practical activities to build trust, improve consumer satisfaction and as such enhance consumer loyalty to their brands (Ahmed et al., 2020;Sürücü et al., 2019).Corporate Social Responsibility (CSR) for most organisations was once a purely philanthropic activity to arouse public goodwill with no consequence on profitability. However, the perception has changed with CSR programmes ranking high on the corporate plans of most organisations (Kamau and Anami, 2010).In recent times, research has shown that organisations, that blend their marketing activities with Corporate Social Responsibility activities, normally improve in a significant way their corporate identity and reputation or image. Moreover, when their CSR accomplishments and activities are linked to the social needs of the community where they operate, they improve even more their marketing activities such as the brand image of their products or services (Sen et al., 2006).Furthermore, the CSR initiatives made by organisations can help considerably to stand out their products and services from the ones made by their main competitors, through the creation of an image of the positive brand and a higher level of corporate reputation (Ker-Tah, 2012). In order to do this, the Management of organisations have to adopt and implement CSR activities, and actions as well as integrate differentiation business strategies and invest in the