Abstract:
CSR has become a strategic business and marketing tool for organizations worldwide,
which, if integrated into an organization’s overall marketing and business strategy, can
lead to increased brand image, a favorable reputation, a more productive workforce, and
greater competitive advantage. Unfortunately, however, CSR is not always fully
understood or practiced in a precise manner that would benefit organizations in these
ways. The objective of this study was to explore the effect of CSR practice on building the
breweries Brand image. The study has been conducted based on the quantitative and
qualitative research techniques to assess the nature or practice of CSR in the Brewery
industry & its effect on brand image. The primary explanatory types of research design
were used, & the questionnaire was administered by a conveniently sampling technique to
select the respondents. Moreover, interview has been also conducted with managers of the
companies by preparing questions which are designed to obtain their perception &
practice of CSR in their respected companies. Finally, the data collected through the
questionnaires were coded, entered into the computer, and analyzed and presented by
using SPSS 22 Software. Hence, it is through analysis of the direct relationships that
insight is developed between the dependent and independent variables, Brand image
(dependent variable) was found to have a strong positive relationship with CSR
(independent variables). The research findings show that there are several gaps in the
fundamental involvement with CSR and the communication of CSR to the customers as
well as linkage to core business aspects & eventually, the researcher recommended
improving CSR communication and focusing on improving CSR dimensions which are
linked to customer satisfaction and organizational trust, is important for brewery industry.
