How does corporate social responsibility affects brand positioning and brand loyalty: An empirical analysis of selected Fmcg companies

Brand Positioning refers to designing a brand offer while aiming that it succeeds to occupy a distinctive place in the minds of the target customers. It has become the key to survival these days. All the purchase decisions are directly or indirectly linked with brand positioning. A firm that succeeds to distinguish itself by the fair use of brand positioning also succeeds to attract and retain customers. All the firms tried to design strategies for better positioning, but an evident change in consumer attitude in the past decade indicates consumers' developing preference towards companies who, in addition, care for the society and environment as well. The businesses houses started realizing that they would have to take care of society and to minimize the social costs. This has resulted into the concept of Corporate Social Responsibility (CSR). It states that firms must integrate social and environmental concerns in their business activities voluntarily. This study has been conducted to investigate the impact of CSR on brand positioning and brand loyalty. Popular FMCGs like Unilever, P&G, Nestle, Coca Cola, Pepsico have been selected in the study. The sample size is 255 respondents selected after the application of judgemental sampling. The findings highlighted strong support for the hypothesized relationships. The study found significant impact of CSR in brand positioning and brand loyalty.