Study the impact of corporate social responsibility as a tool of brand promotion on brand performance Dr. Singh Gurcharan*, Mahajan Harleen**, Gupta Sheenu*** *Reader, School of Management Studies, Punjabi Univeristy, Patiala **Assistant Professor, Punjab College of Technical Education, Baddowal ***Assistant Professor, Chandigarh University, Gharuan Online published on 20 June, 2013. Abstract In the last two decades, Corporate Social Responsibility has witnessed tremendous growth. Various researchers have identified the positive impact of CSR on brand performance. The present study is being undertaken to study the impact of CSR on brand performance with the help of primary and secondary data. Primary study is conducted on 101 respondents in Ludhiana. The present study reflected positive impact of corporate social responsibility and social messages on the brand promotion. Top Keywords Brand performance, corporate social responsibility, sustainability Introduction. Top |
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