https://www.mdu.se/

Abstract

Date:

May 21, 2018, June 5, 2018

Level:

Bachelor thesis in Business Administration, 15 cr

Institution:

School of Business, Society and Engineering, Mälardalen University

Authors:

Angela Haddad (92/01/20)

Sandra Hassel (96/02/14)

Iiri Osmaljan (92/06/15)

Title:

CSR – A Powerful Marketing Tool?

Tutor:

Konstantin Lampou

Keywords:

CSR, brand image, marketing tool, environmental CSR, green marketing

Research question:

How do firms’ environmental CSR initiatives influence consumer perception of brand image?

Purpose:

The purpose of this study is to investigate how firms environmental CSR initiatives influence consumer perception of brand image to shed light on managerial issues, using a qualitative approach to contribute to insufficient research within this area.

Method:

A qualitative research was conducted, with a case study approach. Primary data was collected in form of 1 semi-structured interview from a manager perspective and 20 interviews with open-ended questions from a consumer perspective. Primary data was supported with secondary sources. A thematic theory-driven analysis approach was undertaken.

Conclusion:

It was concluded that firms can influence consumer’s perception of brand image by communicating their environmental CSR through the communication channel and strategy that is the most effective to reach their target consumers. Firms also need to integrate their CSR into the core of the business in order to avoid consumer skepticism, and therefore portray a credible brand image that can result in firm benefits such as competitive advantage.