The Influence of Corporate Social Responsibility (CSR) on Brand Equity : From Sustainable Marketing Perspectives

Abstract

In recent years, increased stakeholder expectations and the rise of ethical consumerism have addressed Corporate Social Responsibility (CSR) as a significant influencing brand equity. This thesis was implemented to explore how CSR practices and their communication impacted on brand equity from both consumer and organizational perspectives. The research was grounded in stakeholder theory and brand equity frameworks, drawing on contemporary literature that emphasized authenticity, transparency, and stakeholder engagement as foundational to effective CSR.

A qualitative with multi-method research design was applied including semi-structured interviews with CSR specialists, a consumer questionnaire, and two embedded case studies in the Vietnamese hotel and global practices from well-known automotive companies. The data were analysed thematically to capture cross-sectoral insights.

The results demonstrated that CSR contributes meaningfully to brand equity when closely aligned with core brand values and communicated with transparency. Emotional storytelling and internal engagement were found to increase credibility and deepen consumer loyalty, particularly among younger generations. Trust was identified as a key mediator, reinforcing both cognitive and affective brand dimensions. Sector-specific implications showed that community engagement and environmental practices strengthened brand positioning in the hotel industry, while innovation-focused CSR, such as electric mobility and sustainable packaging, was critical in the automotive and FMCG (Fast Moving Consumer Goods) sectors. These findings underlined the importance of a holistic, transparent, and audience-sensitive approach to CSR communication in building long-term brand value.