Effectiveness of CSR in Building Brand Loyalty: A Case Study of Sail, Bokaro Steel Plant

Abstract

India has witnessed dramatic change in the role of business in society. The businesses have started willingly to undertake Corporate Social Responsibility (CSR) including the origins of king’s well-being to the liberalisation and decrease in the governing framework. CSR is also known as “corporate conscience or corporate citizenship or responsible business” which is a type of business self-regulation integrated into a corporate model. The way the industry operations are affecting the environment and the society is becoming the major concern all over the world. It is important for the businesses to give social returns along with financial ones. It is necessary for the corporations to have CSR activities and practices in order to improve the society and the sustainability as well. SAIL, a Maharatna company is such a company which follows these practices to help the organisation to build a positive brand image and long-tern loyalty. The aim of the investigation is to examine the role of CSR activities in shaping the perception of the employees for the brand and strengthen their loyalty for the firm. 271 respondents from SAIL, Bokaro steel plant were surveyed to explore the factors that shows effectiveness of CSR in building brand loyalty. The study also measured the impact of CSR on building brand loyalty. The study concludes that there is significant impact of CSR on building brand loyalty.