Redemption-Driven Corporate Social Responsibility: A Review of Strategic Ethical Brand Positioning

Jonas Yomboi, Peter Agyekum Boateng, Ama Foriwaa Karikari, Jeanette Owusu, Abdul Yakubu and Victoria Manu
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Jonas Yomboi: School of Graduate Studies, Valley View University, Ghana
Peter Agyekum Boateng: School of Graduate Studies, Valley View University, Ghana
Ama Foriwaa Karikari: School of Graduate Studies, Valley View University, Ghana
Jeanette Owusu: School of Graduate Studies, Valley View University, Ghana
Abdul Yakubu: School of Graduate Studies, Valley View University, Ghana
Victoria Manu: School of Graduate Studies, Valley View University, Ghana

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 4748-4756

Abstract: Redemption-driven Corporate Social Responsibility (CSR) is a transformative approach that integrates ethical, restorative, and strategic branding practices to address reputational crises and foster long-term stakeholder trust. Rooted in principles of atonement and restorative justice, this approach emphasizes corporate transparency and accountability, distinguishing it from traditional CSR models. The study explores how redemption-driven CSR enhances brand loyalty, reputation, and market positioning through mechanisms such as corporate apologies, reparations, and transparency initiatives. Using a systematic literature review methodology, the research synthesizes findings from peer-reviewed studies to investigate the efficacy of redemption-driven CSR in diverse industries and cultural contexts. Key findings demonstrate its potential to enhance corporate reputation and strengthen consumer loyalty when combined with authenticity and long-term engagement strategies. The article discusses implications for CSR theory, recommending the integration of restorative principles into corporate governance. Practical applications include stakeholder-centered strategies and ethical branding frameworks to align corporate actions with societal values.

Date: 2025
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