CSR: Sensational Tool of Brand Equity (Special Reference to FMCG Brands in India)

Abstract

Corporate social responsibility (CSR) has been an integrated approach to business in recent years. FMCG companies in India have become active participants of CSR initiatives in India. Purpose/Aim: Current study aims to determine CSR as a sensational tool of Brand Equity (BE) for FMCG companies. Objective: This study focuses on measuring the impact of CSR on the Brand Equity of FMCG companies in India. Design/methodology/approach: Dimensions of CSR (DoCSR) and Dimensions of Brand Equity (DoBE) are selected based on the review of the literature to gauge the relationship between them. 10 random FMCG brands had been selected on the basis of their CSR activities in the past 5 years. The study is centered on primary data gathered from 400 customers of ten selected FMCG companies in India. Respondents are selected from the areas of Delhi/NCR region where these 10 companies are performing CSR activities DoCSR used are Integrity, Excellence, Responsibility, Innovation, Fairness, Care, Customers, People, Safety, Community, Environment. DoBE used are Brand awareness, perceived quality, brand loyalty, and brand association. Findings/Conclusion: The results reveal that the CSR activities of the FMCG companies in India have a positive and considerable impact on BE. The study indicated that the companies with higher involvement in CSR are having higher BE such as; TCL, ITC, HUL, Marico, and P&G, but Amul, Parle, Britannia, Nestle India, and Godrej India are the comparatively poor performer in the domains of CSR and having lower BE.