Corporate Social Responsibility: A strategic tool for building Corporate Reputation and Brand Loyalty

Purpose; the paper seeks to investigate; first the effects of corporate social responsibility on corporate reputation; second the effects of corporate social responsibility and corporate reputation on brand loyalty and lastly... [ view full abstract ]

Purpose; the paper seeks to investigate; first the effects of corporate social responsibility on corporate reputation; second the effects of corporate social responsibility and corporate reputation on brand loyalty and lastly the effects of corporate reputation on brand loyalty
Methods; Methodology was mainly reviewing and synthesis of literature in the form of articles, books, conference proceedings, and other relevant sources of secondary data.
Findings; Corporate social responsibility (CSR) is considered as a good strategic marketing tool and it has major influence on consumers' behaviors.CSR can have either positive or negative effect on firm reputation and eventually on brand loyalty of consumers.
Conclusions; The effect of social responsibility on brand loyalty is created through the impact on the firm's reputation.The purpose of firm's corporate social responsibility is to encourage organisations to take responsibility and to have a positive social impact on environment, customers, communities, stakeholders, employees, and all other members of the society .In addition, corporate reputation depends on its intangible and valuable assets in which morality, brand association and corporate social responsibility can play significant roles. Author intends to empirically test the conceptual frame work using manufacturing industry in Ghana