Branding and CSR: using CSR to enhance company brand image

Abstract

This research emphasis on corporate social responsibility (CSR) communication and it's connection to branding concepts. CSR communications have become more approachable and user friendly in the current economic environment. Technology development provides companies more speed, which is an opportunity to communicate more frequently information about the brand image and its connection to the socially responsible image of the company. Thus, the purpose of this research is to examine whether CSR communications do enhance company brand image. Furthermore, whether CSR plays a vital role in company’s marketing processes. Little is known about CSR activities in SMEs and the benefits that can derive from CSR communication on marketing and the company brand image. This research will aid to fill the gap that exists in the literature. A multiple case study methodology was chosen for this research, using a semi-structured interview protocol with open-ended questions. The results of the research point towards more enlighten understanding on CSR communication in SMEs. Furthermore, that companies are considerate to use their CSR activities to enhance their brand image and strengthen their brand image. Companies that took part in this research are all Icelandic, small and medium sized enterprises, (SMEs) or between 5-150 employees.