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Study on Corporate Social Responsibility as Strategic Instrument for Creating Sustainable Corporate Brand Value: An Analysis with Structural Equation Modelling

Subhajit Bhattacharya and Arana Kaursar
Management and Labour Studies, 41(2), 2016
Corporate social responsibility (CSR) has become an essential element in the world of modern business. Corporate social responsibility has been made mandatory by the Government of India under an amendment of the Companies Act, 2013. Now, it is a dilemma whether CSR will be just restricted to the performance of government norms or it will contribute to the improvement of the corporate brand image. The present study is a thoughtful attempt to explore the relationship between CSR, social development, social trust and brand–society association through an analysis using structural equation modelling. The tested model of the current study also focuses on strategic CSR linkage to create a sustainable corporate brand value.
Courtesy: Sage
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