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Abstract

Date:                         2023-05-30

Level:                        Master Thesis in Business Administration, 15 HP

Institution:                School of Business, Society and Engineering, Mälardalen University 

Authors:                    Omar Khalafallah, Semhar Weldesylasie 

Title:                          The Impact of Corporate Social Responsibility Diversity Equity and Inclusion efforts on Brand Image.

Supervisor:                Rana Mostaghel

Keywords:                  CSR, corporate social responsibility, diversity, equity and inclusion, trust, commitment, brand image. 

Research Questions:  To what extent are Swedish companies' CSR DEI efforts impacting brand image?What is the relationship between CSR DEI efforts and the trust of the brand? What is the relationship between CSR DEI efforts and commitment to the brand?

Purpose:                     The purpose of this study is to understand to what extent Swedish multinationals corporate social responsibility efforts related to diversity, equity and inclusion impact brand image. Secondarily the study aims to also measure to what    extent do those diversity equity and inclusion efforts affect commitment to, and trust of the brand.  

Method:                      The study is based on mixed method research, with a primary focus on the quantitative approach. Secondary data has been used as complementary qualitative data.  

Conclusion:                 The results of the study has shown that companies CSR DEI efforts are an effective contributor to positive brand image. Consumers are increasingly more aware of social issues and have shown a preference to those brands that have corporate social responsibility measures. Furthermore, the study shows that CSR DEI initiatives have a positive impact on consumers' trust. However, the study found that commitment has no significant impact on brand image.