Corporate Social Responsibility and brand equity have been extensively studied in marketing research process. Corporate Social Responsibility is one effective component that offers various ways of developing brand equity within any organization (Youn & Ryu, 2016). Therefore, corporate social responsibility has great impact on the brand equity of organizations. Corporate social responsibility is used by various organizations for managing their functional measures with respect to various social and consumer related facts and issues within organizations.
This research paper is elaborating about the impact analysis of corporate social responsibility on brand equity of Australian business organizations. In contrast with these facts, this research paper has selected the Woolworth as one business organization for analyzing the impacts of the corporate social responsibility of brand equity of Woolworth. In contrast with these facts, various stakeholder relationships is evaluated with respect to the context of corporate social responsibility and the concept of brand equity involved within the organizational structure of the Woolworth.
This project aims to investigate impact of corporate social responsibility on brand equity of Woolworth, an Australian retail organization. Following are the concerned objectives for impact assessment of Corporate Social Responsibility on Woolworth:
The methodology is the process that will be followed by the researcher in order to manage research tasks and methods. There are mainly two types of research methodology. These are qualitative and quantitative methodology (Tingchi et al., 2014). The qualitative methodology is concerned with the process of literature and documents collected as the primary and secondary data collected for managing the research. Apart from this, the quantitative methodology is concerned with the process of the managing the responses of participants involved within the research process. These are mainly concerned with the quantitative research process.
This research is considering the mixed approach for the doing he research. Both the qualitative and quantitative approach is concerned for this research process (Gürhan-Canli, Hayran & Sarial-Abi, 2016). The qualitative research is helpful in this research as various the theoretical aspects are considered for managing the supportive facts about the impact of CSR on brand equity. Apart from these perspectives, the quantitative study is involved due to collecting the responses of various resources involved within the corporate social responsibility and brand equity measures. The quantitative study refers to the immediate responses of the organizational members about how corporate policies as well as social movement by Woolworth are impacting on the brand value of the organization.
The exploratory research design process is chosen within this research process in order to support the descriptive design was able to support the functional details about the corporate social responsibility and brand equity of Woolworth. Other than this research design rest of the research design process are omitted because of their longitudinal aspects involved within research process.
The primary data are collected with the help of surveys done among the employees and clients of Woolworth for evaluating the impact of CSR on the brand equity of the organization (Fatma, Rahman & Khan, 2015). Apart from this, the secondary data is collected from the published resources about the brand equity and corporate social responsibility.
The qualitative data analysis is done with the help of case study, narrative resources that are present in web. In addition to this, the quantitative study is conducted with respect to interviews and surveys of the resources.
Fatma, M., Rahman, Z., & Khan, I. (2015). Building company reputation and brand equity through CSR: the mediating role of trust. International Journal of Bank Marketing, 33(6), 840-856.
Gürhan-Canli, Z., Hayran, C., & Sarial-Abi, G. (2016). Customer-based brand equity in a technologically fast-paced, connected, and constrained environment. AMS review, 6(1-2), 23-32.
Hur, W. M., Kim, H., & Woo, J. (2014). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75-86.
Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., & L. Brock, J. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3), 181-194.
Youn, S. H., & Ryu, S. Y. (2016). The impacts of CSR program on young students' attitudes toward the corporation and natural environment: Tourism study from a convergence perspective. Indian Journal of Science and Technology, 9(26).
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