Developing the structural model for barriers associated with CSR using ISM to help create brand image in the manufacturing industry Online publication date: Mon, 24-Jan-2022
by Rajender Kumar; Rahul Sindhwani; Ritu Arora; Punj Lata Singh
International Journal of Advanced Operations Management (IJAOM), Vol. 13, No. 3, 2021
Abstract: Corporate social responsibility (CSR) in the present-day insinuates the business strategies towards brand management, especially for big corporations. While discussing the Indian context, no clear picture is reported till date that comes out because of brand building by doing CSR. So, it becomes pertinent to have a look at the factors linked with CSR activities that can directly contribute to brand management. An attempt has been made to discuss those barriers and model using ISM approach to prioritise them based on their contribution. The study reports that CSR activity promotion is the important one while looking at the brand image. Besides that, the consumer expectations from CSR have also been a significant contributor to brand management. MICMAC analysis reported the main drivers responsible for driving the brand management through CSR such as planning of CSR, Price of the product/service offered under CSR, and the people involved in CSR.
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