TY  - BOOK
AU  - Singh, Anupam
AU  - Verma, Priyanka
TI  - Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective
KW  - Corporate social responsibility
KW  -  CSR
KW  - brand valuE
KW  - brand image
KW  - brand loyalty
KW  -  India
N2  - Can corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of the study show that CSR initiatives have a positive impact on brand value through mediating effects of enhanced brand image and brand loyalty. Findings suggest that managers need to understand that CSR is an opportunity to drive better organizational value and hence it should be incorporated at all operational levels
ER  -