The effects of corporate social responsibility activities on brand image: an application on Kütahya Dumlupinar University student communities

Today, society and the environment have become extremely important stakeholders for businesses. The fact that the environment is in a sustainable process and that it rises on solid foundations in its society provides many indirect benefits to businesses. Businesses that benefit from the environment and society have to transfer some of their resources to these stakeholders in order for this relationship to be sustainable. Businesses can carry out the resource transfer towards the environment and society through corporate social responsibility activities. With corporate social responsibility activities, the needs of the environment and society are met in a planned and systematic manner. In this study, the effect of corporate social responsibility activities on brand image is emphasized. The aim of the study is to reveal how corporate social responsibility activities affect the brand image. The importance of the research is to contribute to the literature in this field, to explain how corporate social responsibility affects the brand image, and to support universities, which have many competitors in the way of branding, to gain a different perspective in their branding journey. In the study in which the survey method was used, 35 questions were directed to the participants with a 5-point Likert-type scale. Of the 405 questionnaires collected, 21 questionnaires were deemed invalid because they were unsuitable for use.