Exploring the Relationship between Corporate Social Responsibility and Brand Equity: A Study on FMCG Companies in Western India

Abstract

The present study is an attempt at filling this research gap and discusses the link between CSR spending and brand equity in FMCG businesses in West India. We analyse this particular environment in order to make a contribution to a more general understanding of the strategic value of CSR while also providing particular insights that are relevant to developing economies. Our research involves data on revenue, market share, brand equity scores, as well as CSR spending of 25 FMCG firms in West India during a six-year period of 2015 to 2020. This study is built on stakeholder theory, which contends that businesses can serve valuable by coupling needs and worries from varied stakeholders, including investors, staff, and the public. It is this idea that CSR initiatives can develop closer links to stakeholders, which will make company performance better.