The role of strategic corporate social responsibility in effective brand management: A qualitative research in Pakistan's economy to identify the gaps and opportunities regarding adoption of CSR

In this paper we aim to explore the bond that linkcorporate social responsibility and business image i.e. how the integration of CSR strengthens the brand equity. Furthermore, we attempt to answer to what extent corporate social responsibility behavior is certain by the strategic business illustration for long term profit. This study proves ethical and pragmatic approach about CSR. A major purpose of the current research is to identify the gaps and opportunities in Banking Sector in Pakistan regarding the adoption of CSR as an alternative brand tool.