THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON BRAND REPUTATION: AN ANALYSIS OF COMPANIES ACT

Corporate social responsibility is gaining the attention of business groups and the broader community (CSR). This study examines the impact of CSR on the brand reputation of Indian companies operating under the 2013 Indian Companies Act. The findings of the study provide a critical appraisal of the assertion that CSR actions improve brand reputation. The study reveals numerous ways in which the CSR dimensions of ethical, legal, economic, and charitable responsibilities impact brand reputation. Specifically, ethical responsibility, followed by legal and philanthropic responsibilities, as well as economic responsibility, has the greatest impact on brand reputation. According to the findings, CSR initiatives can be used as a strategic tool to enhance brand reputation and gain a market advantage. This research study contributes to the existing body of knowledge on CSR by offering empirical data on the relationship between CSR and brand reputation in the setting of the Companies Act 2013 in India. The study's findings are applicable to organizations seeking to enhance brand perception through CSR initiatives. The findings show that corporations should give ethical responsibility high priority in their CSR operations to maximize the influence on brand reputation. The report also underlines the importance of integrating CSR into the overall company plan to ensure its efficacy.