Corporate Social Responsibility and branding Essay

1. IntroductionIn this chapter the background of the thesis allow for be presented and discussed. Moreover, a literature refresh, interrogation problem and look questions forget be introduced in stage of battle to require an understanding of the sphere purpose. This is followed by the limitations and disposition.1.1 BackgroundThe companies of today are rattling aware of what the public and new(prenominal) stakeholders demand from the companies elbow room of handle their responsibilities (Burchell, 2008). In methodicalness to form a strategy for the protection of their mark off doubling and temperament legion(predicate) companies find themselves engaging in Corporate friendly Responsibility activities (Kotler and leeward 2005), from now on abbreviated CSR. The desire of doing hale and doing best in the society in which the company is run perk up been of increasing interest military man wide during the last decade. As a result, corporate reporting on social air initiatives can to a greater extent(prenominal) often be found in companies marketing strategies (Kotler and lee(prenominal), 2005). Even though CSR activities are increasing among todays organizations at that regularise is still wishing of a general universally definition of this supposition (Crowther and Capaldi, 2008). But in a broad perspective CSR is understood and described as the way companies integrate social, economic and environmental matters into their internal organization (values, culture, purpose reservation and strategy), which leads to establishment of break society, wealth and better practices within the company (Horrigan, 2010).Considering the pretentiousness of CSR it can subsequently be described in many polar names corporate responsibility, corporate sustainability, corporate accountability, corporate citizenship, sustainable victimisation etc (Benn and Bolton, 2011). In a shorter explanation, CSR can therefrom be explained as the consanguinity a midst a corporation and its stakeholder (Crowther and Capaldi, 2008). Already in 1972 the American prof in Business Administration, Dow Votaw, stated that the amount pages on social responsibility written in our time would fill up a petty library. As it turns out, he was right. CSR is here to stay. The idea of taking responsibility beyond what the law demands has increased since the millennial shift (Borglund, DeGeer and Sweet, 2012). Especially big organizations, some(prenominal) in the public and private sectors, are engaging in these kinds of activities (Burchell, 2008).The benefits of a companys usage of CSR activities can lead to a better position in the market and a positive return on investment. On top of that of course the benefits for society, such as improvement of biography or a cleaner environment (Kotler and Lee, 2005). On the other hand, many view CSR in general as a step towards a reputation as a responsible business and as good citizens (Burchell, 2008). each ho w, risks by avoiding to use this concept can lead to lack of genuineness for the organization. Meyer and Rowan (1977) also claim that when having a business it is important to be accepted and to be legitimacy in the environment as hearty as having effective and structured internal processes to survive. fit to Grusch (2006) consumers actively take stock the local behavior of international companies.Their out-sourced ventures are also being observed, and engage regarding possible bad behavior reaches the ears of the public much to a greater extent pronto than it apply to. Consequently, to the stakeholders awareness and other factors that can have an impact on a companys survival, it is therefore important for companies to establish warring advantage. Differentiation is a way to secure competitive advantage. By employ a differentiation strategy a companys cite strengths and core competencies builds up, and this is where CSR has an important role for a companys mark off as it gets differentiate by incorporating it in the corporate image. This kind of performance can generate to better brand attitudes and in the long draw and quarter this will result in brand loyalty (Grant, 2008).1.2 Literature review1.3 Problem discussionAs stated in the background, CSR is a yearning question among todays companies. Stakeholders are starting to put more pressure on companies responsibility in the society they are operating in, therefore, in order to get a competitive advantage CSR has pop off a major tool in their marketing strategy (Kotler and Lee, 2005).A stigmatisation law defined by Werther and Chandler (2005) shows that CSR will evoke attitudes towards the brand. ar these attitudes positive it will be lead to positive purchase decision and loyal customers, which give companies competitive advantage (Roper and Fill 2012). In Kotler and Lees book (2005) Corporate amicable Responsibility Doing the close good for your company and your cause, they are descri bing examples of well-known organizations that have used CSR to increase their brand value. It has therefore been a shift focus in the CSR debate, nowadays it is more a debate of how CSR activities should be used and how effective it can be used as a branding tool, rather than if companies should use this concept or not (Smith, 2003). Based on the debate the question that arises is therefore in what way should CSR activities be used in order to be effective for a positive attitude towards the brand?Today there are many studies relating to the area of CSR. Research does suggest there is a positive relationship between CSR and consumer attitudes towards brands and companies (Creyer and Ross 1997 Ellen, Mohr and Webb, 2000 Lacey and Kennet-Hensel, 2010). It is also shown in studies that CSR activities influence how the consumer make when a certain brand appear in their mind (Becker-Olsen et al., 2006 Nhattacharya and Sen, 2004). However, most of these studies are focusing on people an d brand perception in developed countries.The literatures were more specialized of how the CSR influences image of the brand in the westbound world and how the western public persuaded the brand of the CSR activities. When doing literature inquiry, the amount of look for studies about CSR in develop countries were of a narrow amount. No see could be found about CSRs tie-in to branding in a developings countries perspective, further, about how the locals (employers of the company and the consumer in the developing verdant) brand perception of CSR activities are.As the real life stories in Kotler and Lees book (2005) showed that CSR has an effective link to the brand. However, most of the organizations were conducting the CSR activities in the landed estate they operated in and the society had a good intimacy of what CSR is. Likewise, a study showed that the brand would be effected and look different if the consumers were aware of CSR of the companies (Boulstridge and Carrigan 2000). So the question that can be asked and discussed is if it will appear an effective link to a companys brand in a country that is not developed?A search gap is therefore determine. If we place and conduct a study conducted in a western world in a developing countrys context, would the outcome be the same? Would there be a similar link between CSR and branding there?1.4 PurposeThe purpose of this thesis is to get a deeper understanding of the link between a companys CSR and its branding in a developing country. Based on the purpose the future(a) query questions will be presented 1. What kind of CSR activities are being used to effectively increase positive attitudes towards the companys brand? 2. In what way is a companys CSR linked to its brand in the Philippines? 3. And how do these attitudes create value for the brand?2. MethodologyIn this chapter the explore orderology applied in this thesis will be discussed. A commentary regarding the method design of the study wil l be explained in the following order research design, data collection, severeness and reliability and data analysis.2.1 Research come onThere are three type of studies identified by Yin (2003) exploratory, explanatory and descriptive. An exploratory research design tries to define the research question and form the hypothesis. A descriptive research in the other hand, tries to describe a different characteristic of a phenomena that arises. When doing a descriptive movement study the data collection is being guided by theories. When conducting the explanatory research design it is about how it explains course of events and relate how things happened (Yin, 2003).According to Yin (2003) this thesis can be seen as a descriptive research as it will focus on describing what impact CSR has on branding. When using a descriptive research the problem is structured and understood, which means that breathing literature about the topic of CSR and branding (Ghauri and Gronhaug 2010). And t his kind of research is mainly done when a researcher wants to gain an even better knowledge of a specific topic (Gill and Johnson, 2010). Due to the research purpose, which is to investigate how CSR influences on a companys brand in the Philippines this research method fits the best among the three other ways.3.2 Research designI chose font studies method, because it enhances the understanding of what is going on in a particular fictional character and it can involve a detailed investigation (Yin, 2009). This information that is gained from effect studies are therefore relevant to answer some of my problem and research questions as I want to investigate companies CSR activities and observe these activities in order to understand its impact on the brand which is the data collection in my first section of the study. By a case study approach observations of a companies activities can be captured, which is in a way unsurmountable to capture through questionnaires and wonders (Ghau ri and Gronhaug, 2010).3.3.1 The case studyIn the beginning of marchland I will travel to the Philippines to carry on an eight weeks vault of heaven study which will give me the opportunity to study some Swedish/International companies CSR activities and how these activities affect their brand perception by discourseing the consumers and workers in country. The case study will therefore obtain information to fulfill my purpose. The excerption of companies The information obtained will be from companies that use CSR activities in the Philippines. In order to fill the research gap I will be aiming for to study companies with well-known CSR activities.2.3 Data collectionA qualitative method will be used in order to collect the information for this thesis. Regarding to Trost (2005) a qualitative method is described as a method where the interviewer gathers the information on the interviewees feelings, thoughts and experiences. Hence, to the search of a deeper understanding of how CSR affects the brand perception, this qualitative approach fit the purpose of the thesis because it can give me a deep information regarding the employees and consumers opinions and feelings towards CSR in the Philippines and the brand which is the aim of this study.2.3.1 Qualitative interview designSemi-structures face-to-face-interview.4.4 Validity in qualitative researchDescriptive validity refers to the degree to which the actual description holds true (Ghauri and Gronhaug, 2010 p. 210). Bias When interviewing the respondents a lifting description of the brand can appear, because they have been chosen to do this certain interview about the companies actions. Language is the basic tool of interviewing, and may especially be important in qualitative interviewing (Kvale, 1989). The interviews will be conducted by me in English and since communication is a very important in order to get the information it can appear some small fault as English is not my mother language. But by conduc ting a face to face interview, the body language and face expression will increase the validity of the interviews.REFERENCESKotler, P., Wong, V., Saunders, J. and Armstrong, G. (2004). Principles of trade, 4th European edition. New Jersey FT- learner Hall.Burchell, J. 2008. The Corporate kind Responsibility Reader. London and New York Routledge.Kotler, P. and Lee, N. (2005) Corporate Social Responsibility Doing the Most Good for Your Company and Your Cause, Hoboken, New Jersey.Crowther, D. and Capaldi, N. (2008). The ashgate research companion to Corporate Social Responsibility. MPG Books Ltd, Bodmin, CornwallSuchman, M. C. (1995) Managing Legitimacy Strategic and Institutional Approaches. honorary society of Management Review, Vol 203, p 571-610.Benn, S. and Bolton, D. (2011). Key Concepts in Corporate SocialResponsibility. SAGE Publications Ltd LondonWerther, W.B. And Chandler, D. (2005) Strategic Corporate Social Responsibility as Global Brand Insurance, Business Horizons 483 17-24.Boulstridge, E and Carrigan, M.Do consumers really care about corporate responsbility? Highlighting the attitude behavior gap. Journal of communication management, (2000) 359-360Gill, J and Johnson, P, 2010, Research Methods for Managers 4th Edition. SAGE Publications LtdGhauri, P and Gronhaug, K, 2010, Research Methods in Business Studies 4th edition. Pearson Education Limited.Trost, J, 2005, Kvalitativa intervjuer. Studentlitteratur, Lund.Halvorsen, K. (1989). Samhllsvetenskaplig Metod. Oslo Studentlitteratur ABYin, R.K, 2009, Case Study Research Design and Method. London SAGEEllen, P.S., Webb, D.J. & Mohr, L.A. (2006). create corporate associations consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34 (2), 147-57. doi 10.1177/0092070305284976Creyer, E. H., & Ross, W. T., Jr. (1997). The influence of firm behavior on purchase intention Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 42132. doi 10.1108/07363769710185999