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

Abstract

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.