BULMIM Journal of Management and Research

  • Year: 2017
  • Volume: 2
  • Issue: 2

Building Brand Image through Corporate Societal Marketing

1Assistant Professor-Management, Aditya College, Gwalior, Madhya Pradesh, India

2Assistant Professor-Management, Fairfield Institute of Management & Technology, New Delhi, India

Abstract

The study is conducted to find out the effect of corporate societal marketing (CSM) on brand image. The study is an attempt to explore the various aspects of brand image and to develop a measure to evaluate brand image of the firms.

This research tried to explore that how important is brand image for the organisations and what the organisations are doing to enhance their brand image, three brands, that is Tata, Procter amble and Birla were selected for the purpose of the study.

Then, Z-test was applied to find out whether there is any difference in the brand image of the abovementioned brands before and after informing the customers about CSM activities by the companies to the customers.

It was found that there is no significant difference in the brand images of the organisations before and after informing about the CSM programme. The results of the study indicated that people do not connect the product of the organisation with its CSM programme.

Keywords

Brand image, Brand equity, Corporate societal marketing, Corporate social responsibility Brand Attributes