Title: Developing the structural model for barriers associated with CSR using ISM to help create brand image in the manufacturing industry

Authors: Rajender Kumar; Rahul Sindhwani; Ritu Arora; Punj Lata Singh

Addresses: Mechanical Department, FET, MRIIRS, Faridabad, Haryana, India ' Department of Mechanical Engineering, Amity School of Engineering and Technology, Amity University, Uttar Pradesh, Noida (U.P), 201313, India ' Department of School Education, Haryana, India ' Department of Civil Engineering, Amity School of Engineering and Technology, Amity University, Uttar Pradesh, Noida (U.P), 201313, India

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.

Keywords: corporate social responsibility; CSR practices; brand management; sustainable growth.

DOI: 10.1504/IJAOM.2021.120517

International Journal of Advanced Operations Management, 2021 Vol.13 No.3, pp.312 - 330

Received: 18 Nov 2020
Accepted: 24 May 2021
Published online: 24 Jan 2022 *

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