Volume : V, Issue : II, February - 2015

Impact of CSR on Organizational Trust and Brand Authenticity and their behavioral outcomes on Firms

R Manimalar, Dr. S. Sudha

Abstract :

The importance of Corporate Social Responsibility in sustainable business is inevitable throughout the world. This study aims to investigate long–term relationships between stakeholders and socially responsible companies, reasoning the effect of organizational Trust and Brand Authenticity on such relationships. Trust is a fundamental asset in every business and non–business relationship. Increasing awareness for Brand authenticity in society is the most important challenges in Branding. As consumers are more aware of the environmental and social implications of their day–to–day consumption intentions, the companies have to be place a higher value on their customers. This paper provides a research framework that focuses on the impact of CSR on Organizational Trust and Brand Authenticity and their behavioral outcomes. By Building Trust and Brand Authenticity through CSR a multi–stakeholders behavioral outcomes are examined.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

R Manimalar, Dr.S.Sudha Impact of CSR on Organizational Trust and Brand Authenticity and their behavioral outcomes on Firms Indian Journal of Applied Research, Vol.5, Issue : 2 February 2015

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