Transforming corporate social responsibility into brand equity in the technology industry

Abstract

The purpose of this thesis was to study and document best practices for creating successful corporate social responsibility activities and transforming those activities into brand equity in the technology industry.

This thesis begins by providing an overview of the most relevant frameworks related to corporate social responsibility. It examines companies' responsibilities to society and stakeholders, as well as how corporate social responsibility programs can create strategic benefits to companies. Thesis then explores the concept and different components of brand equity. Research data has been collected through qualitative interviews in four Finnish technology companies that have been active in corporate social responsibility.

Findings of the study showed that there is increasing pressure on tech companies on corporate social responsibility coming from stakeholders like customers and employees. Respondents highlighted that using accurate data and stakeholder interviews are critical to success when creating successful corporate social responsibility activities.

Based on these findings, it can be concluded that reacting to these demands requires proactive and visible actions. Well-chosen corporate social responsibility activities and careful communication are needed to increase the brand equity of the company.