Effects and influence of kultura's corporate social responsibility program on the brand perception / affinity of its customers

Abstract

The objective of the study is to determine the effects and influence of Kultura's corporate social responsibility program on the brand perception / affinity of its customers and to assess respondent's brand perception of Kultura with the following factors: Customer Oriented CSR (customer aspect); Employees oriented CSR (employee aspect); Environment oriented CSR (environment aspect); Economic oriented CSR (economic aspect); Community oriented CSR (community aspect); Brand image (functional image); Brand image (symbolic image); Brand image (experiential image); Brand attitude; Satisfaction; Loyalty and Future buying willingness. This study is a quantitative and qualitative research that attempts to accumulate existing information and data. The researcher used a quantitative approach in interpreting questionnaires administered among respondents. This study has established a relationship model of CSR aspects, along with efficient measuring variables, as significant research concepts and tools that can be referenced by business industries and researchers. Therefore, the outcome of this study should be realistic and helpful. The study found that a business undertaking its policy of CSR leads consumers to favor a brand and patronize its products. In the light of the findings, it is concluded that in taking an active role in promoting its corporate social responsibility programs, Kultura is generally viewed more positively than brands that do not have similar efforts. These goals, along with the vision of Kultura to go beyond products and profits provide a positive brand image of its business, and customers have a stronger willingness to purchase in the future. Kultura must continually maintain its corporate social responsibility programs to connect with marginalized communities and provide disadvantaged Filipinos with a means to alleviate the effects of poverty.