Role of corporate social responsibility to brand image of herbal medicine business

Abstract

This study is an approach to studying the effectiveness of corporate social responsibility (CSR) with the aim to put forward the factors of CSR that can be used to enhance brand image. To achieve this aim, the researcher has extracted variables and factors by conducting an in-depth literature review and describing the effects of these variables on each other through hypotheses and a theoretical model. In this cross-sectional study, 419 responses were included in the study at the end of data collection step and these responses were then coded and tested through various statistical testing methods. All the hypotheses formulated in this study were proved to be accepted except for the direct impact of integration of CSR in corporate policies. This study has several theoretical and practical implications that have been summarized by the author. Moreover, future research directions and opportunities have also been highlighted.