CSR in the marketing dimension: How do companies use their CSR approach to strengthen their brand image?

Auteurs

  • El Balbal Karima
  • Omari Soumia

DOI :

https://doi.org/10.5281/zenodo.7027796

Mots-clés :

corporate social responsibility, social marketing, branding, responsible marketing, sustainable development

Résumé

In the context of globalization, the concept of corporate responsibility has evolved rapidly, under the impetus of civil society organizations, to encourage companies to review their practices and take into account the ecological and societal aspect in their strategies, which has given rise to what is known as social or responsible marketing. The objective of this article is to understand the impact of Lydec's CSR approach on its brand image, through a literature study dealing with CSR, sustainable development, responsible marketing and brand image as a first step, and as a second step a qualitative study in order to better understand the impact of this approach on its brand image.

Bibliographies de l'auteur

El Balbal Karima

(ORCID*, PhD student)
1ENCG Hassan II University Morocco

Omari Soumia

(ORCID*, University professor)
2 ENCG Hassan II University Morocco

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Publiée

2022-08-26

Comment citer

El Balbal Karima, & Omari Soumia. (2022). CSR in the marketing dimension: How do companies use their CSR approach to strengthen their brand image?. African Scientific Journal, 3(13), 200. https://doi.org/10.5281/zenodo.7027796

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