The effect of corporate social responsibility activities on brand image: P&G sample

The concept of corporate social responsibility, which has started to be given importance nowadays, has found place in the literature in recent years. In this context, brands do not only have a product and service oriented production conception. Now they fulfill their duties and responsibilities that will contribute to the welfare of the society in which they produce. Not only do they act for profit, they also have to show the necessary sensitivity to their internal and external stakeholders. Among the many brands that have increased with the developing technology, the consumer has difficulty in choosing between products and services. When the consumer's mind is blurred like this, there is no awareness of that brand among the rival brands. In this case, brands should take important steps in terms of their preferability. The point to be considered here is the brand image. Brands should pay attention to brand image in order to gain a place in the mind of the consumer and to ensure brand loyalty. It has to fulfill various duties and responsibilities in order to respect the values of the consumer and the society in which it produces. In this study, it was aimed to determine how corporate social responsibility activities affect brand image. As a result of the literature review, no study was found on the impact of corporate social responsibility activities on the brand image through the P&G sample. With this aspect, it is expected that the study will contribute to the literature and present a new approach to the institutions related to the importance they should give to social responsibility activities. In this study, quantitative research method technique was used to reveal the effect. A questionnaire form, one of the quantitative research methods, was prepared. The questionnaire form was applied to individuals by using simple random sampling method, which is one of the quantitative research methods. Online survey conducted this research as November 25, 2019 - December 11, 2019 Date was carried out among 513 individuals across Turkey. Analyzes were made with SPSS 22.0 program software. In this context, descriptive statistics techniques, factor analysis,t-test, ANOVA analysis, correlation and regression analysis were used. The data obtained from the survey application were analyzed and the findings were evaluated. Considering the general result of the study, it was revealed that corporate social responsibility activities had an impact on the brand image. In addition, when the subdimensions of the scales were examined, it was found that ethics and volunteering factor had a significant effect on brand responsibility and service factor, while it did not have a significant effect on the trust factor. It has been observed that the economic and legal factor has a significant effect on brand responsibility, service and trust factor.