the imact of corporate social responsibility on building brand equity case study on OREDOU communication company [ressource textuelle, sauf manuscrits]

Abstract

In a hyper competitive business atmosphere, growth, stability, economic existence and social Companies are becoming more aware of the benefits of corporate social responsibility. This has formed a tendency where more and more companies show a larger interest in the subject of being socially responsible. The demands for CSR have increased from the stakeholders to society. Companies follow this trend to avoid falling behind in the market .The fast moving globalization of the business world has made it even more important to have a competitive advantage, and companies have discovered that CSR is a good source for contributing to the core competition. Recently, there has been an increase on the emphasis of corporate branding as potential source of sustained competitive advantage by means of CSR. In addition, more and more researches are paying attention on how companies implement CSR to produce benefits as much as possible to firms and society. the present research seek to investigate the impact of corporate social responsibility on building brand equity ;therefore this work undertakes to determine whether corporate social responsibility has a significant impact on building brand equity or not. And it seeks to find ultimately a model which studies the linkage between corporate social responsibility and brand equity.