Effects of corporate social responsibility activities on brand components

The importance of brand is increasing day by day in regards to businesses. In this context, businesses tend to take their marketing strategies in this direction. The concept of corporate social responsibility also helps businesses to enhance a marketing strategy that is aware towards social norms and environment. When this concept is applied by the internal and external organizations of business, ıt has been acquired gains in different directions. The value of the brand and brand loyalty values of consumers which are also the subject of this study can be exemplified to this. As a result of these volunteer actions, it was observed that concept of brand value and brand loyalty were positively affected. Studies were shown that increasing brand loyalty not only reduces the budget spent by businesses on marketing activities, but also increases brand value. Since consumers are exposed to many brands during the day, it has become a requirement to separate from competitor brands in order to stay in the market. In this context, the effect of corporate social responsibility activities is explained in the study. In the study, it is aimed to evaluate the effects of corporate social responsibility activities on brand loyalty and brand value formation. The main mass of the study was determined as consumers who are final product users over the age of 18 living in Ankara. In this study, in which convenience sampling method was used, the questionnaire prepared through Google form was sent to the participants via E-mail, WhatsApp, Instagram and Twitter. The data obtained from 431 responder were tested with regression analysis by using IBM SPSS 20.0 statistical package program. In consequence of the study, it was concluded that besides the dominant effect of brand loyalty which is one of the main determinants of value formation, perceptions on corporate social responsibility activities are also effective in the formation of brand value.