A CORPORATE IDENTITY PERSPECTIVE OF CORPORATE SOCIAL RESPONSIBILITY; A NEW APPROACH TO BUILD CORPORATE IDENTITY

Shahid Habib, Abdul Wahid

Abstract


The concept of Corporate Social Responsibility (CSR) is generally
built around the notion of welfare and ‘giving back’ to society. This
notion needs to be investigated and researched with the perspective
that CSR are strategic investments by corporations aimed at building
their corporate image; which in the long run has a positive impact on
both financial and non-finance related aspects of organizations. Based
on this premise, this paper argues that CSR helps in building and
creating a Corporate Identity (CI) in a competitive society. Findings
that CSR and CI have a deeper connection with each other are
substantiated by employing the correlation and SEM tests. Two types
of non-probability sampling techniques were used for collecting data;
self-selection and quota sampling. Findings of the study show that
CSR helps the projection of CI and this contributes to the financial
health of a corporation in the long term, thus qualifying the notion that
CSR is a strategic investment that has a trickledown effect over a
period of time.


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DOI: http://dx.doi.org/10.22555/pbr.v18i1.659

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