Corporate Social Responsibility as an Antecedent of Brand Valuation

Umashankar Venkatesh (), Jones Mathew () and Anirban Chaudhuri ()
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Umashankar Venkatesh: Great Lakes Institute of Management
Jones Mathew: Great Lakes Institute of Management
Anirban Chaudhuri: Great Lakes Institute of Management

A chapter in Mandated Corporate Social Responsibility, 2020, pp 175-198 from Springer

Abstract: Abstract This chapter looks at the evolution of corporateCorporate socialSocial responsibility in the Indian context and explores the conceptualization of brand valuationBrand Valuation in an attempt to correlate the two. The chapter looks at the pre and post-mandate era of corporateCorporate socialSocial responsibility as practiced in India and identifies how and why the regulator’s outlook changed over time. The chapter deduces the implications of corporateCorporate socialSocial responsibility for brands and branding as a managerial process and what constitutes responsible brandResponsible brands . It looks at some of the major brand valuationBrand Valuation methodologies prevalent and identifies the gaps therein; specifically how the aspect of corporateCorporate socialSocial responsibility which intuitively looks relevant to branding has largely remained untouched. The chapter presents the case for including socialSocial responsibility as an antecedent for brand valuationBrand Valuation .

Keywords: Brand valuation; Trusteeship; Stakeholder; Purpose driven; Sustainability (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-030-24444-6_10

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DOI: 10.1007/978-3-030-24444-6_10

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