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The role of corporate social responsibility in promoting brand equity; investigating literature on CSR successes in retail industry to show what Kingfisher Group can learn from the larger retail players - Research Proposal Example

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Several corporations across the globe within the business world continue to invest expansively in techniques and procedures for improving their revenues. Several corporations turn to the habitual techniques of engaging customer-targeted advertisements to lure them into accepting…
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"The role of corporate social responsibility in promoting brand equity; investigating literature on CSR successes in retail industry to show what Kingfisher Group can learn from the larger retail players"

Download file to see previous pages Thus, many of the corporations and businesses are tuning into engaging socially responsible actions to grow and establish their normal business operations. The activities incorporated in developing the socially responsible behaviours include those actions that lead towards care for the environment, social factors and causes and the communities around these business units (Cheah, Chan, Chieng & Lin, 2007, p 431). For instance, in considering the elements of socially responsible behaviours and actions to engage, the corporations factor the social issues that affect the communities within which they operate. Such establishments include the energy crisis that hit the local as well as the globe in its entirety. Other social issues in which businesses operate to engage in socially responsible actions include, supporting the establishment and development of schools for the communities, supporting organisations such as those facilitating feeding programs and human habitat programs among others. The corporate social responsibility is a procedural action developed by the companies at their will to support and promote the public image in positive manner (Banerjee, 2007, p 97). It is through creating a workplace that satisfies the employees, customers and stakeholders, as well as, meeting the needs of the community that such companies establish themselves in developing their responsible aspects.
The establishment of brand equity in its development possesses several similar elements with developing corporate social responsibility. The retail industry remains among the vast and intimately exposable industry, despite its expansive nature. The retail industry incorporates operational businesses ranging across various fields of business operations. These business units both of the small and large scale existence operate on principles of gaining market share and ...Download file to see next pagesRead More
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