To investigate the effects of brands doing good on the purchasing behavior of consumers

Abstract

In the scenario of government norms for CSR spending becoming strict and CSR becoming a mandate, the companies are looking at how to gain returns from this activity. In this context, CSR branding has become more popular than ever today. The important thing to ponder upon here is whether these activities give return to the companies regarding either increased sales or increase in brand equity or both. The study aims to propose a structured framework which can be used to understand the impact of these activities on the purchase intention of the customers considering various aspects that impact them. In the end, we came up with some interesting propositions which can be validated with the help of data to see the impact of these activities on various imagery & behavioral aspects.