Mediating Role of Brand Image in the Relationship between Corporate Social Responsibility and Brand Equity: An Investigation of Unilever Bangladesh Limited

Abstract

Corporate Social Responsibility (CSR), is one of the most discussed topics when it comes to operationalising a unique approach to do marketing and as such,create a competitive advantage for the company. Despite its popularity,CSR isnot properly addressed by many Bangladeshi companies. This study sheds light upon the concept of CSR in the perspective of a multinational company, Unilever Bangladesh Limited, which has been active with their CSR initiatives for years now. This research explains the concept of CSR and discusses the dimensions of CSR (economic, social and environmental) and their benefits through the TBL paradigm. Literature has been added based on previous researches defining brand image and brand equity and addressing the relationships between CSR dimensions and brand image and brand equity. Hypotheses were then proposed to reach the research objectives of this study. Data were collected from 124 respondents through conveniencesampling technique. An online-based survey was conducted due to lockdownorder due toCovid-19 outbreak. The outcomes of this study confirm a significant and positive mediating effect of brand image between the relationships of economic CSR and the socialCSR activities with brand equity, while the mediating effect of brand image doesnot exist in between the relationship of environmental CSR activities and brand equity.Finally, findings of the study may help to create a positive mindset of customers regarding the good intents of Unilever Bangladesh Limited towards Sustainable Living Plan.

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“…The nation's growing living standards have expanded with the support of some giants in FMCG industries. Among them, Unilever, 187, Shanta Forum, 188/B Bir Uttam Mir Shawkat Sarak, Dhaka 1208, Bangladesh offers a wide range of products in Bangladesh, including personal care items like soap, shampoo and skincare products (e.g., Lux, Dove, Fair & Lovely, as well as food and beverage products like tea and ice cream (e.g., Lipton, Walls) [72]. Procter & Gamble (P&G), Concord Bilkis Tower, 40/6 Madani Ave, Dhaka 1212, Bangladesh produces various personal care and household products.…”

Interrelationships Among Marketing Mix Strategies, Service Quality and Firms’ Business Performance in Readymade Garments Sector, Bangladesh

“…Customer value and satisfaction are significantly influenced by the marketing mix. Specifically, the marketing mix is the driving force behind satisfying consumer needs and establishing a profitable, long-term relationship with customers (Al Badi, 2018) which in turn, increases the image of the companies (Karim & Fayez, 2020). In the present times, RMG companies are investing a significant amount of capital in building a positive image for their buyers as a good image has several benefits, one of which is promoting business growth (Karim & Fayez, 2020).…”

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