THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN BUILDING BRAND REPUTATION

Abstract

Corporate Social Responsibility (CSR) has emerged as a pivotal strategy for organizations aiming to enhance their brand reputation in an increasingly competitive market. This paper explores the multifaceted role of CSR in shaping public perceptions and building trust among stakeholders. By engaging in socially responsible practices, companies not only address societal challenges but also align their operations with consumer values. The integration of CSR into business models fosters loyalty, differentiates brands, and mitigates reputational risks. The study employs a qualitative approach, examining case studies of successful CSR initiatives and their impact on brand equity. The findings suggest that a robust CSR strategy significantly contributes to brand reputation by enhancing customer engagement, driving employee satisfaction, and facilitating positive media coverage.