The Impact of Corporate Social Responsibility on Brand Equity - Study case on Mobilis Telecommunication Company

Abstract

The purpose of this research is to find out about the impact of corporate social Responsibility activities on Brand Equity by examining the correlation between corporate social Responsibility and Brand Equity. Brand Equity being a dependent variable in this research is measured by its dimensions like Brand loyalty, Brand awareness, Brand Association, Perceived Quality and independent variable corporate social responsibility toward stockholders, environment, customer, and local community. Telecommunication companies in Algeria are doing CSR activities in order to provide sustainable social development benefits to the society in which they operating, A case study of leading Telecommunication Company Mobilis was conducted. Results showed that social responsible activities of a firm enhance the brand equity and that there is a very strong correlation between CSR and Brand Equity, Mobilis Company is investing and managing their CSR initiatives for the well being of the society.