


Volume 20 No 20 (2022)
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A study of Corporate Social Responsibility as an Effective tool of Corporate Marketing
Dr. Priyanka Amol Pawar, Dr. Prashant Vijaysing Patil, Prof. Aditee Huparikar Shah,Prof. Sayalee Kapil Patil,Prof. Prabodhan Patil,
Abstract
In a market as fiercely competitive as today’s, Corporate Social Responsibility has proven to be a
powerful tool for companies. With the increased competition and tough economic climate, it is
imperative that companies use every available strategy to maintain their competitive edge over their
competitors. The most effective way for corporations to sustain themselves in the future is by
implementing Corporate Social Responsibility strategies in order to gain customers and increase
profits. Since the first Corporate Social Responsibility (CSR) reports were presented to society in the
early nineties, CSR has proven itself to be an increasingly important field of research. Many studies
have shown that a company's corporate social performance is positively correlated with overall
financial performance. An increased level of CSR leads to enhanced corporate image and brand
recognition. CSR is thus seen as an effective marketing strategy that can result in increased sales and
market capitalization. The current paper focusses on the relationship between corporate social
responsibility and corporate marketing. The study is based on primary data collected from 117
middle and top-level managers in various large organizations in Pune City. The results of the study
show that corporate social responsibility is an important factor in terms of determining corporate
marketing strategy. Detailed analysis of the results indicates that the importance of CSR is positively
related with Brand Equity, Profitable Turnover and Profits.
Keywords
Corporate Social Responsibility, Corporate Marketing, Brand Equity, Profits
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