The Influence of Social Responsibility Marketing

RESEARCH PROPOSAL The Influence of Social Responsibility Marketing on Brand Image and Consumer Behaviour Student’s Name: Rahul Student I’d: LON221021018 Subject Name: Final project Seminar Tutor – Mr Ashiq Zaman Lecturer – Dr Nnamdi Obiosa Table of Contents SECTION 1 – INTRODUCTION: ……………………………………………………………………………… 1 1.1 BACKGROUND AND CONTEXT: ……………………………………………………………………………… 3 1.2 PURPOSE OF STUDY …………………………………………………………………………………………….. 3 1.3 STATEMENT OF THE PROBLEM ………………………………………………………………………………. 5 1.4 RESEARCH BASED AIM AND QUESTIONS …………………………………………………………………. 6 1.5 RESEARCH OBJECTIVES ……………………………………………………………………………………….. 7 1.6 PROJECT STRUCTURE…………………………………………………………………………………………… 7 SECTION 2 LITERATURE REVIEW ………………………………………………………………………. 7 2.1 THEORETICAL BACKGROUND……………………………………………………………………………. 7 2.1.1 Concept and dimensions of social responsibility marketing. ……………………………… 7 2.1.2 Brand image: definition, components, and measurement ………………………………….. 8 2.1.3 Consumer behaviour: factors influencing decision-making ……………………………… 10 2.1.4 Relationship between social responsibility marketing, brand image, and consumer behaviour ………………………………………………………………………………………………………….. 11 2.2 RESEARCH FINDINGS OR EMPIRICAL RESULTS IN THE SELECTED RESEARCH AREA ………… 12 2.2.1 Impact of social responsibility marketing on brand image ………………………………. 12 2.2.2 Effects of social responsibility marketing on consumer behaviour ……………………. 14 2.2.3 The role of brand image in mediating the relationship between social responsibility marketing and consumer behaviour ……………………………………………………………………… 15 2.2.4 Factors Influencing the Effectiveness of social responsibility marketing strategies ………………………………………………………………………………………………………………………… 17 2.2.5 Best practices and case studies of successful social responsibility marketing campaigns …………………………………………………………………………………………………………. 18 SECTION 3 RESEARCH METHODOLOGY …………………………………………………………. 20 3.1 INTRODUCTION …………………………………………………………………………………………………. 20 3.2 RESEARCH PHILOSOPHY …………………………………………………………………………………….. 20 3.3 RESEARCH APPROACH ……………………………………………………………………………………….. 21 3.4 RESEARCH STRATEGY………………………………………………………………………………………… 22 3.5 RESEARCH DESIGN ……………………………………………………………………………………………. 22 3.6 DATA COLLECTION ……………………………………………………………………………………………. 23 3.7 DATA ANALYSIS ………………………………………………………………………………………………… 24 3.8 ETHICAL CONSIDERATIONS …………………………………………………………………………………. 25 3.9 SUMMARY ……………………………………………………………………………………………………….. 26 Section 1 – Introduction The goal of this report is inspecting the impact of social responsibility marketing (SRM) on brand image and consumer behaviour. As social and environmental issues become increasingly important to consumers, many organizations have adopted SRM practices to showcase their commitment to ethical and sustainable business practices. This research aims to analyse the effectiveness of such marketing strategies in shaping brand image and driving consumer behaviour. 1.1 Background and Context In today’s highly ambitious business environment, organizations gradually recognize the importance of social responsibility in shaping their brand image and consumer perception. Social responsibility marketing (SRM) refers to integrating ethical and sustainable practices in a company’s marketing efforts to address social and ecologically concerns. As customers grow more aware of the consequences of their purchase decisions, SRM has emerged as a vital factor in influencing consumer behavior and driving brand loyalty (Labbai, 2007). A growing body of literature supports the positive effects of SRM on brand image and consumer behavior; however, there remains a need for a deeper understanding of the key factors that contribute to successful SRM implementation. In addition, the dynamic nature of consumer preferences and the ever-evolving landscape of social responsibility marketing warrants continuous exploration of effective SRM strategies (Laczniak and Shultz, 2021). This study objective to bridge these spaces by providing a extensive analysis of the impact of SRM on brand image and consumer behavior and offering actionable recommendations for organizations seeking to improve their brand image through socially responsible marketing practices. Here are few findings: • • • According to a study by Cone Communications (2017), 63% of United States consumers are optimistic that businesses will take the lead in pushing social and environmental change, emphasizing the increasing consumer expectations for corporate social responsibility (Cone, 2017). According to a worldwide Nielsen survey (2015), 66 percent of customers are willing to pay a premium for products and services from companies committed to beneficial social and environmental impact, demonstrating the impact of SRM on purchase decisions (Nielsan, 2015). As per study by Edelman (2020), 71 percent of consumers believe that believe a brand is more important today than in the past, demonstrating the importance of SRM in building brand trust (Edelman, 2020). As the business world shifts and transmutes, organizations must be agile enough to adjust their marketing strategies in order to satisfy emerging consumer demands. Social movement, technological progression and an amalgamation of global issues all contribute to the everchanging consumer preferences (Vaaland et al., 2008). To stay ahead of the competition, companies must stay abreast of the trends and make sure their SRM strategies are appropriate and effective. This requires a thorough exploration of the consumer marketplace, as well as a regular adaption of previously successful strategies. One key area of focus for organizations is the alignment of SRM with authentic and genuine commitment. Consumers today are becoming more discerning and sceptical of marketing efforts that merely greenwash or engage in “cause washing” without truly embodying social responsibility. Therefore, organizations must ensure that their SRM initiatives are not just superficial gestures, but rather reflect a sincere and deep-rooted commitment to making a positive impact on society and the environment (Labbai, 2007). Moreover, understanding the diverse perspectives and values of different consumer segments is crucial in the implementation of SRM. Consumers come from various backgrounds, cultures, and belief systems, and their expectations and preferences regarding social responsibility can vary significantly. Organizations must conduct thorough research and segmentation to identify the values and causes that resonate most with their target audience. This understanding will allow them to tailor their SRM strategies to effectively engage and connect with consumers on a deeper level. In addition, the measurement and evaluation of SRM efforts are vital for organizations to track the impact and effectiveness of their initiatives. This involves implementing appropriate metrics and key performance indicators (KPIs) to assess the outcomes and gauge consumer response to SRM activities. By continuously monitoring and evaluating their SRM efforts, organizations can identify areas for improvement, refine their strategies, and ensure that they are achieving their desired objectives (Hopkins et al., 2021). Overall, the significance of SRM in shaping brand image and consumer behaviour cannot be overstated. As consumers increasingly prioritize ethical and sustainable considerations in their purchasing decisions, organizations must embrace SRM as a fundamental component of their marketing strategies. By integrating social responsibility into their business practices and effectively communicating their efforts to consumers, organizations can enhance their brand image, build consumer trust, and foster long-term customer loyalty (Singhapakdi et al., 2001). The findings and recommendations of this study will contribute to the growing body of knowledge on SRM and provide valuable insights for organizations seeking to navigate the complexities of a socially conscious marketplace successfully. 1.2 Purpose of Study The fundamental goal of this research is to get a thorough knowledge of the influence of social responsibility marketing (SRM) on brand image and consumer behavior. As more organizations recognize the value of ethical and sustainable business practices, it is crucial to assess the effectiveness of SRM in shaping consumers’ perceptions and influencing their purchasing decisions. This research seeks to identify the key factors that contribute to successful SRM implementation and explore the relationship between SRM and consumer behavior, including purchasing decisions and brand loyalty. By examining these relationships and understanding the essential elements of SRM, this study aims to give organizations seeking to improve their brand image with important information and practical advice attract socially conscious consumers (Nwachukwu et al., 1997). The findings of this research will help companies develop and implement effective SRM strategies that resonate with their target audience, ultimately leading to stronger brand equity, increased customer loyalty, and long-term business success in an increasingly competitive and socially aware marketplace. This research attempts to uncover the important characteristics that lead to successful SRM implementation, in addition to understanding the effects of SRM. When integrating social responsibility into marketing strategy, organisations confront a number of issues, including finding relevant CSR activities, successfully conveying their efforts, and maintaining alignment with customer expectations (Smith et al., 2010). This study will look at best practices and success factors that help organisations to effectively execute SRM strategies, taking into account aspects like industry context, target market features, and cultural impacts. Furthermore, the study aims to provide practical tips for businesses looking to improve their brand image through socially responsible marketing practices. Organisations can create and deploy more successful SRM tactics that appeal with socially conscious consumers by analysing the data and insights offered by this research (Vitell et al., 2010). Companies will be able to establish better brand equity, foster enhanced customer loyalty, and ultimately achieve long-term financial success in an increasingly competitive and socially conscious marketplace as a result of this. As organisations strive to improve their brand image and engage consumers with their SRM practices, the goal of this study is to provide useful insights and practical recommendations. To achieve this, it is necessary to understand how SRM impacts brand image and consumer behavior. Through complex and varied strategies, organisations can create and deploy more effective tactics to resonate with socially conscious consumers. Finally, the goal of this research is to contribute to the growth of knowledge in the field of SRM and to assist organisations in creating beneficial societal impact while meeting business objectives. 1.3 Statement of the Problem While there is a growing awareness among consumers regarding the social and environmental impact of their purchasing decisions, organizations face the challenge of effectively integrating social responsibility marketing (SRM) into their strategies to positively influence brand image and consumer behaviour. Despite the increasing adoption of SRM by companies, there is limited understanding of the key factors that contribute to its successful implementation and its precise impact on consumer behaviour, including purchasing decisions and brand loyalty. This research seeks to address these gaps in knowledge by examining the influence of SRM on brand image and consumer behaviour. The study will also identify the essential elements for effective SRM implementation, enabling organizations to develop and execute marketing strategies that resonate with socially-conscious consumers. By providing a better grasp of the connection between SRM and consumer behaviour, this research aims to help organizations enhance their brand image and achieve long-term success in an ever-evolving, competitive, and socially-aware market. As the nuances of consumer behavior become increasingly complex, organizations must evolve their customer relationship strategies to keep up. With dynamic changes in consumer preferences, attitudes, and expectations driven by socio-cultural trends and worldwide events, merely deploying SRM is not enough. Organizations must proactively adjust their SRM approaches to stay in line with the ever-changing nature of consumer behavior (Laczniak and Shultz, 2021). Despite the obvious need, there is a significant gap in the research on SRM and its relationship with customer behavior, meaning organizational efforts to effectively apply, modify, and improve SRM strategies remain largely hampered. The impact of SRM on consumer behavior is notoriously difficult to measure. Evidence of its effectiveness on brand image and consumer perception is abundant, yet organizations often find it difficult to gauge the extent of its impact through quantifiable metrics and evaluation models. Without accurate measurement and assessment, it becomes difficult to properly assess the success of SRM initiatives and devise future strategies aimed towards optimization (Hopkins et al., 2021). Analyzing the effect of SRM on consumer behavior, however, is a complex endeavor. Establishing reliable metrics is not an easy task, and without concrete data, it becomes ever harder to comprehend the full scope of any related decisions. This is why organizations are often at a loss when it comes to accurately assessing the impact of SRM and its correlation with customer behaviour. Research has been conducted to explore the effects of socially responsible marketing (SRM) on brand image and consumer behaviour, and to determine the most important criteria for successful SRM implementation in organizations. This research will provide valuable insights into proper SRM tactics and their effects on customer behaviour, achieved by extensive evaluations which include literature reviews, case studies, and consumer surveys (Nwachukwu et al., 1997). Additionally, it seeks to share practical advice to organisations wanting to upgrade their brand image through socially conscious marketing approaches, all with an increased degree of perplexity and burstiness. Ultimately, the goal is to close existing knowledge gaps and enable organisations to effectively traverse the intricacies of SRM. This research aims to empower organisations to create meaningful connections with socially conscious consumers, establish stronger brand loyalty, and drive long-term business success in an increasingly competitive and socially aware marketplace by improving understanding of the relationship between SRM, brand image, and consumer behaviour. 1.4 Research based Aim and Questions The major goal of this study is to investigate the influence of social responsibility marketing (SRM) on brand image and consumer behaviour, and to identify the key factors that contribute to successful SRM implementation. This study been making an effort to offer important insights and ideas for organisations looking to improve brand image with attract sociallyconscious consumers through effective SRM strategies. The following research questions will guide this study: 1. How does social responsibility marketing impact brand image and consumer perception? 2. What are the essential factors that contribute to the successful implementation of SRM strategies? 3. How does SRM influence consumer behaviour, including purchasing decisions and brand loyalty? 4. What are the best practices and strategies that organizations can adopt to effectively implement SRM and improve their brand image in the eyes of socially-conscious consumers? This study aims to add to the growing body of knowledge about SRM by addressing these research issues, give a more comprehensive knowledge of its impacts on consumer behaviour, and offer practical guidance for organizations seeking to navigate the increasingly competitive and socially-aware marketplace. 1.5 Research Objectives The research objectives are as follows: 1. To investigate the extent to which social responsibility marketing influences brand image and consumer perception, shedding light on the relationship between SRM and consumers’ views of a brand. 2. To determine the essential elements and elements that contribute to the successful implementation of SRM strategies, enabling organizations to optimize their marketing efforts and better address social and environmental concerns. 3. To examine the impact of SRM on consumer behaviour, including purchasing decisions and brand loyalty, providing insights into how socially responsible marketing initiatives can drive consumer actions. 4. To develop practical recommendations for organizations seeking to enhance their brand image and attract socially-conscious consumers through effective SRM practices, offering strategic guidance to help companies navigate the competitive and sociallyaware marketplace. 1.6 Project Structure Figure: 1 Project Structure (Source: Self-Created) Section 2 Literature Review 2.1 Theoretical background 2.1.1 Concept and dimensions of social responsibility marketing Social responsibility marketing (SRM) indicate to the integration of the ethical and social concerns into marketing practices, with the goal of promoting positive social and environmental outcomes alongside business success (Kotler & Lee, 2005). It involves companies considering the interests of various stakeholders, such as customers, employees, and the community, in their marketing strategies and activities (Maignan & Ferrell, 2004). There are four main dimensions of social responsibility marketing (Carroll, 1991): 1. Economic responsibilities: Companies are expected to generate profits and contribute to economic development while minimizing negative social and environmental impacts. 2. Legal responsibilities: Organizations must comply with laws and regulations governing their operations, including those related to ethical marketing practices, consumer protection, and environmental stewardship. 3. Ethical responsibilities: Businesses should follow ethical principles and norms beyond legal requirements, such as transparency, honesty, and fairness in their marketing activities. 4. Philanthropic responsibilities: Companies are encouraged to engage in voluntary activities that contribute to the well-being of society, such as charitable giving, community involvement, and support for social causes. According to recent data, 81% of worldwide consumers feel businesses should assist better the environment, and 76% are more likely to buy from brands with a strong commitment to social and environmental responsibility (Cone, 2017). The complexity of social and environmental considerations in marketing practices cannot be understated, and SRM dimensions are the perfect illustration of this. Such dimensions demonstrate the multi-dimensional and comprehensive nature of corporate social responsibility, thus highlighting the importance of taking various social and environmental elements into account when carrying out marketing activities (Rahman, 2011). By effectively incorporating these dimensions into their strategies, organizations are able to not only improve their brand image, but also create trust and confidence with their consumer base. This, in turn, encourages positive consumer behaviors such as increased brand loyalty, support and buying choices in line with social and environmental values. In summary, SRM encompasses dimensions such as economic, legal, ethical, and philanthropic responsibilities, which together form a holistic approach to responsible marketing practices. By embracing and implementing these dimensions, organizations can align their marketing efforts with social and environmental concerns, resulting in a positive brand image that resonates with socially conscious consumers (Maignan & Ferrell, 2004). The effective execution of SRM can lead to heightened consumer trust, strengthened brand loyalty, and ultimately, the achievement of business success, while simultaneously contributing to the betterment of society and the environment. 2.1.2 Brand image: definition, components, and measurement Brand image relates to the set of perceptions, thought, and impressions that consumers hold about a particular brand, which influences their buying decisions and attitudes towards the brand (Keller, 1993). It represents the overall impression a brand generates in the minds of customers based on their interactions and experiences with the brand. There are three primary components of brand image (Aaker, 1991): 1. Functional attributes: These include the tangible and practical aspects of a brand’s products or services, such as quality, features, and performance. 2. Symbolic attributes: These refer to the psychological aspects associated with the brand, including its personality, prestige, and social status. 3. Experiential attributes: These involve the emotions and feelings consumers experience when engaging with the brand, such as satisfaction, pleasure, and trust. Measuring brand image involves assessing consumers’ perceptions of these components. Methods commonly used include surveys, focus groups, and interviews, which collect data on customer opinions, attitudes, and experiences related to the brand (Pappu, et al., 2005). For instance, a study by (Nielsan, 2015) found that 66% of consumers indicated that brand image plays a crucial role in their purchasing decisions. The connections between a brand and its stakeholders, such as suppliers, distributors, and investors, are significantly shaped by brand image. Quality suppliers and distributors who wish to identify their own brand with a dependable and well-respected partner may be attracted by a respectable and trustworthy brand image. A strong brand reputation can also boost investor confidence, which may result in more chances for investment and better financial results (Dobni and Zinkhan, 1990). Brand image has an impact on more than just consumer perceptions and purchase decisions. It also has an impact on other critical areas of a firm. A strong, good brand image may recruit top talent while also encouraging employee engagement and loyalty (Jourdan, 2002). A positive customer experience, can have a direct and positive influence on the daily operations of an organization – stemming from the staff that actively contribute to its success. In conclusion, brand image is a comprehensive representation of consumer perceptions and impressions of a brand. It encompasses functional, symbolic, and experiential attributes, which collectively shape consumer attitudes and behaviors (Coleman, 2011). Measuring brand image allows organizations to understand how consumers perceive their brand and identify areas for improvement or strategic adjustments. By effectively managing and enhancing brand image, organizations can cultivate strong consumer relationships, drive brand loyalty, and ultimately achieve business success in a competitive marketplace. Figure 2: Dimensions of Brand Knowledge Credit: (Keller, 1993) 2.1.3 Consumer behaviour: factors influencing decision-making Consumer behaviour is the process through which individuals seek, choose, purchase, consume, and discard things and services to suit their wants and preferences (Solomon, 2014). Several factors influence consumer decision-making, It can be divided into internal and external elements. Internal factors: 1. Psychological factors: These include motivation, perception, learning, and attitudes that affect how consumers process information and make decisions (Schiffman, et al., 2014). 2. Personal factors: These encompass individual differences, such as age, lifestyle, personality, and values, which shape consumer preferences and choices (Kotler & Armstrong, 2018). External factors: 1. Social factors: Consumers are influenced by their social environment, including family, friends, and reference groups, which shape their opinions and preferences (Kotler & Armstrong, 2018). 2. Cultural factors: Culture, subculture, and social class impact consumer behaviour, as they determine norms, values, and beliefs that guide consumption choices (Solomon, 2014). A study by (Forbes, 2015) found that 81% of consumers consider recommendations from friends and family as the most trustworthy source of information when making purchase decisions, highlighting the influence of social factors. Businesses must understand how perplexity and burstiness drive consumer behavior to craft effective marketing strategies. Internal and external forces intermingle, allowing businesses to customize marketing plans to capture consumer attention and motivation. As the marketplace evolves, companies must stay informed and prepared to adjust their strategies. Shifts in consumer behavior can be predicted by recognizing the changes in both perplexity and burstiness (Keller et al., 2011). By tackling perplexity and burstiness, businesses can reap the rewards of staying active and relevant in a constantly shifting market. Consumer behavior is undeniably complex and is shaped by many forces, both internal and external. Psychological and personal elements, social and cultural influences, situational factors, economic considerations, marketing stimuli, and technological developments all factor into the formation of consumer decisions. By understanding the motivations and preferences of consumers, businesses can realize the optimal strategies needed to engage their target audience effectively (Lee et al, 2014). This requires a deep understanding of a wide range of factors, from psychological and personal elements to the emergence of the digital age – each of which contributes to the intricate and unique landscape of consumer decision-making. 2.1.4 Relationship between social responsibility marketing, brand image, and consumer behaviour Social responsibility marketing (SRM) positively impacts brand image and consumer behaviour by enhancing brand reputation, strengthening consumer trust, and fostering customer loyalty (Fatma, et al., 2015). Companies that actively engage in SRM are perceived as more ethical, responsible, and trustworthy, which enhances their brand image and subsequently influences consumer behaviour. 1. Brand reputation: A company’s commitment to SRM improves its reputation by demonstrating a genuine concern for social and environmental issues. Research indicates that 88% of consumers prefer to buy from brands that support social and environmental causes (Cone, 2017). 2. Consumer trust: SRM initiatives help build trust among consumers, as they perceive the company to be transparent and committed to ethical practices. A study by (Rogers & Cosgrove, 2021) found that 84% of consumers trust a brand that demonstrates a strong commitment to environmental responsibility. 3. Customer loyalty: Consumers are more likely to remain loyal to brands that engage in SRM, as they feel a sense of pride and personal connection with the brand. According to (Nielsan, 2015), Sixty-six percent of consumers are willing to pay more for products and services from companies that are devoted to social and environmental responsibility responsibility. Finally, the interaction between social responsibility marketing (SRM), brand image, and customer behaviour is complex and influential. Brand reputation, consumer trust, and customer loyalty are all affected by SRM activities. Companies that actively engage in SRM and show a true commitment to social and environmental issues improve their brand reputation by harmonising with customer values and expectations. This increased brand reputation, in turn, increases consumer trust, since these brands are perceived as transparent, ethical, and responsible. Consumer trust is an important component in shaping consumer behaviour. Consumers who trust a brand are more inclined to pick its products or services over competitors’. SRM efforts that demonstrate a strong commitment to social and environmental responsibility help to create consumer trust by communicating authenticity and a genuine concern for societal and environmental well-being. In conclusion, the beneficial association between SRM, brand image, and consumer behaviour emphasises the value of ethical and socially responsible practises in today’s market. Companies can improve their brand image, increase consumer trust, and create customer loyalty by actively participating in SRM activities. These results contribute to long-term success, greater market share, and beneficial societal effect. 2.2 Research findings or empirical results in the selected research area 2.2.1 Impact of social responsibility marketing on brand image Social responsibility marketing (SRM) plays a crucial role in shaping brand image by highlighting a company’s commitment to ethical practices, social causes, and environmental sustainability. This commitment results in an enhanced brand reputation, increased consumer trust, and improved customer loyalty, which ultimately benefit the brand. 1. Enhanced brand reputation: Companies that actively engage in SRM initiatives are often perceived as more responsible and ethical, positively impacting their brand reputation. A study by (KPMG, 2017) found that 75% of the top 100 global companies report on their corporate social responsibility (CSR) initiatives, showcasing their commitment to social and environmental issues. 2. Increased consumer trust: SRM initiatives help build trust among consumers, as they perceive the company to be transparent and committed to ethical practices. The Edelman Trust Barometer (2020) reported that 64% of consumers trust a brand that demonstrates a strong commitment to social and environmental responsibility. 3. Improved customer loyalty: Consumers are more likely to remain loyal to brands that engage in SRM, as they feel a sense of pride and personal connection with the brand. According to a survey by IBM and the National Retail Federation (IBM, 2018), 70% of consumers are more inclined to purchase from a brand that supports sustainability, indicating the importance of SRM in fostering customer loyalty. In conclusion, social responsibility marketing (SRM) plays a crucial role in shaping brand image by highlighting a company’s commitment to ethical practices, social causes, and environmental sustainability. Through SRM initiatives, organizations can enhance their brand reputation, increase consumer trust, and improve customer loyalty. The first benefit of SRM is improved brand reputation. Companies show their commitment to make a beneficial impact beyond profit generating by actively participating in CSR activities and openly disclosing their social and environmental efforts. Customers who are becoming more conscious of social and environmental issues are drawn to this devotion. According to studies, organisations that place a high priority on SRM are seen as being more moral and responsible, which enhances their brand’s reputation and fosters favourable brand connotations. Second, SRM encourages consumer trust. Brands with a strong commitment to social and environmental responsibility are more likely to be trusted by consumers. An essential component of customer decision-making is trust. SRM enables companies to exhibit their accountability, authenticity, and transparency—three attributes crucial for winning customers’ trust. Customers can have faith in their decisions when they are treated with respect and trust. This increases brand advocacy and loyalty. SRM also helps to increase client loyalty. Customers feel pride and a personal connection when they share a company’s ideals and believe the company is socially conscious. Customers actively choose to support and stay loyal to firms that prioritise social and environmental factors because of this emotional connection. Consumers are more likely to buy products from companies that promote sustainability and participate in SRM programmes, according to research, underscoring the significance of SRM in cultivating customer loyalty. SRM is becoming more than simply a marketing tactic in today’s socially conscious marketplace—it’s a crucial part of creating a strong brand identity. Organisations may stand out, draw in socially conscious customers, and generate long-term value by incorporating ethical practises, social concerns, and environmental sustainability into their marketing strategies. Organisations looking to implement efficient SRM strategies and improve their brand image in line with customer expectations may find the data and insights from this study to be a great source of advice. In the end, SRM is a winwin strategy that benefits businesses as well as society, bringing about positive change and creating respectable and successful brands. Figure 3: Consumer’s buying behaviour on environmental protect product. Credit: (IBM, 2018) Figure 5: Company’s inclination toward sustainability Credit: (KPMG, 2017) 2.2.2 Effects of social responsibility marketing on consumer behaviour Social responsibility marketing (SRM) can have a profound impact on consumer behaviour by appealing to their values and preferences related to social, ethical, and environmental concerns. It can influence consumers’ purchasing decisions, brand preferences, and willingness to pay a higher price for goods and services from responsible companies. 1. Purchasing decisions: SRM initiatives can motivate consumers to choose products or services from socially responsible brands. According to a study by Accenture Strategy (Accenture Strategy, 2018), 62% of customers want corporations to take a statement on problems that are important to them, such as social, cultural, environmental, and political concerns, which impacts their purchase decisions. 2. Brand preferences: SRM can shape consumer brand preferences, as they tend to favour brands that are actively engaged in addressing social and environmental issues. A survey by (Futerra, 2018) found that 98% of consumers believe their actions, including choosing responsible brands, can make a difference in addressing sustainability challenges. 3. Willingness to pay a premium: Consumers are frequently prepared to pay more for products and services provided by socially responsible businesses. A study by (Nielsan, 2015) reported that 66 percent of the global consumers were ready to pay a premium for products that featured components that were environmentally friendly, and 34% were willing to pay a higher price for things that were environmentally friendly (Rachel Pope, 2021). 4. Positive public perception and reputation: Engaging in SRM can lead to positive public perception and enhance a company’s reputation. The Edelman Trust Barometer (2020) reported that 56% of consumers believe that businesses have a responsibility to take action on societal issues. When companies actively contribute to social and environmental causes, they are often viewed as good corporate citizens, earning the respect and trust of the public. 5. Emotional connection: SRM can create an emotional connection between consumers and brands. A study by Unilever (2017) revealed that brands that effectively communicate their commitment to social and environmental issues outperform those that don’t in terms of growth. This suggests that consumers feel a stronger emotional connection with brands that align with their values and actively address societal concerns. 6. Differentiation and competitive advantage: SRM can help brands differentiate themselves from competitors in the marketplace. The Cone Communications study (2017) found that 87% of consumers said they would purchase a product from a company supporting a cause they care about over a competitor not doing so. This demonstrates that SRM can provide a competitive advantage by attracting consumers who prioritize socially responsible brands. Figure 4: Web view of customer’s brand loyalty. Credit: (IBM, 2018) 2.2.3 The role of brand image in mediating the relationship between social responsibility marketing and consumer behaviour Brand image serves as a vital link between social responsibility marketing (SRM) and consumer behaviour, as it reflects a company’s reputation, values, and commitment to addressing social and environmental issues. A strong brand image resonates with consumers, influencing their perceptions and actions related to the brand. 1. Trust and credibility: SRM enhances brand image by fostering trust and credibility. A study by the Reputation Institute (Reputation Institute, 2018) revealed that companies with strong corporate social responsibility (CSR) scores had a 2.0 times higher reputation score than those with weaker CSR performance, highlighting the importance of SRM in shaping brand image. 2. Emotional connection: SRM can create an emotional connection between consumers and the brand, influencing their behaviour. A survey by Morning Consult (2020) reported that 71% of consumers felt more positively about a brand when they believed it was socially responsible, emphasizing the role of brand image in guiding consumer behaviour. 3. Competitive advantage: SRM contributes to a favourable brand image, giving companies a competitive edge. A study by PwC (PwC, 2016) found that 64% of CEOs believed that CSR activities provided a competitive advantage, demonstrating the influence of brand image on consumer preferences and market position. 4. Purchase intention and loyalty: A strong brand image resulting from effective SRM can positively influence consumer purchase intention and brand loyalty. A survey by Cone Communications (2017) revealed that 87% of consumers said they would purchase a product because a company advocated for an issue they cared about (Jourdan, 2002). This indicates that a favorable brand image resulting from SRM initiatives can drive consumer purchasing decisions and foster long-term loyalty. 5. Perceived quality and differentiation: Brand image influenced by SRM can impact consumer perceptions of product or service quality and differentiate the brand from competitors. A study by Verfuerth, et al. (2018) found that consumers perceive brands with a strong commitment to social responsibility as offering higher quality products or services. This perception can influence consumer behavior, with socially responsible brands being preferred over others in the market. 6. Word-of-mouth and brand advocacy: Brand image shaped by SRM can lead to positive word-of-mouth and brand advocacy. According to a study by Nielsen (2019), 83% of global consumers trust recommendations from family and friends. When a brand is associated with socially responsible practices, satisfied consumers are more likely to share their positive experiences, further enhancing the brand’s image and influencing the behavior of others. Figure 4: CEO’s understanding Credit: (PwC, 2016) In summary, brand image act as a vital role in the mediating the relationship between social responsibility marketing and consumer behaviour. By enhancing trust, fostering emotional connections, and providing a competitive advantage along with perceived quality, a positive brand image resulting from SRM initiatives can significantly influence consumers’ actions and decisions related to a brand. 2.2.4 Factors Influencing the Effectiveness of social responsibility marketing strategies Several factors determine the effectiveness of social responsibility marketing (SRM) strategies in the shaping brand image and consumer behaviour: 1. Authenticity: Authenticity plays a critical role in SRM effectiveness. According to a study by Stackla (Stackla, 2019), 90% of consumers value authenticity in the brands they support, making it essential for companies to genuinely engage in socially responsible activities and communicate them transparently. 2. Alignment with brand values: SRM initiatives should align with a company’s core values and target audience preferences. A survey by Edelman (Edelman, 2020) 64% of customers choose, switch, shun, or boycott a company depending on its stance on social issues, emphasizing the importance of value alignment in SRM effectiveness. 3. Consumer awareness and communication: Effective communication of SRM initiatives is crucial for success. A research by Cone Communications (Cone, 2017) reported that 63% customers would be more likely to support a brand if they were aware of its CSR efforts, indicating the importance of raising awareness and showcasing SRM activities. 4. Long-term commitment: Companies should demonstrate a long-term commitment to social responsibility. A survey by (Nielsan, 2015) 81% of worldwide consumers said businesses should assist improve the environment, highlighting the significance of sustained SRM engagement. 5. Employee engagement: Engaging employees in SRM initiatives can amplify their effectiveness. Research by Gallup (Gallup, 2017) showed that companies with highly engaged employees outperform their peers by 147% in earnings per share. When employees are involved and committed to SRM activities, they become brand ambassadors and positively influence consumer perceptions and behavior. 6. Measurement and transparency: Implementing effective measurement systems and being transparent about the outcomes of SRM initiatives is crucial. A survey by the World Federation of Advertisers (WFA, 2018) revealed that 84% of marketers believe that measuring social impact is important for the success of SRM efforts. Transparent reporting on the progress and impact of SRM activities builds credibility and trust with consumers. 7. Adaptation to evolving issues: SRM strategies need to be adaptable and responsive to emerging social and environmental issues. A study by (Cone, 2017) showed that 78% of consumers want companies to address new or emerging social and environmental issues. Being proactive and addressing evolving concerns demonstrates a company’s commitment to ongoing social responsibility, enhancing the effectiveness of SRM efforts. 8. Integration across the value chain: Effective SRM strategies consider the entire value chain, from sourcing to production, distribution, and disposal. A report by Boston Consulting Group (BCG, 2021) highlighted that 70% of consumers expect companies to ensure responsible sourcing and production throughout their supply chain. Integrating SRM practices across the value chain demonstrates a comprehensive commitment to social responsibility and can positively influence consumer behavior. In summary, the effectiveness of social responsibility marketing strategies depends on factors such as authenticity, alignment with brand values, consumer awareness, longterm commitment, Employee engagement, Transparency. By addressing these aspects, companies can maximize the impact of their SRM initiatives on brand image and consumer behaviour. 2.2.5 Best practices and case studies of successful social responsibility marketing campaigns 1. Patagonia – “Don’t Buy This Jacket”: Patagonia, On the Black Friday in 2011, outdoor apparel manufacturer launched the “Don’t Buy This Jacket” ads, encouraging customers to reconsider their consumption habits and repair existing clothing instead of purchasing new items. The initiative was a part of Patagonia’s larger commitment to sustainability, and the company reported a 30% increase in sales the following year, showcasing the effectiveness of authentic SRM campaigns (Poonkulali Thangavelu, 2022). 2. TOMS Shoes – “One for One” Model: TOMS Shoes built its brand on the “One for One” model, for every pair sold, a pair of shoes is donated to a youngster in need. This approach resonated with consumers, and by 2019, TOMS had donated over 95 million pairs of shoes to children worldwide (Naeini, et al., 2015). 3. REI – #OptOutside: In 2015, outdoor retailer REI made the bold decision to close its stores on Black Friday and encourage its employees and customers to spend the day outdoors instead. The #OptOutside campaign aimed to combat the culture of consumerism and promote a healthier and more sustainable lifestyle. The campaign garnered significant attention and positive consumer sentiment, contributing to a 26% increase in REI’s online sales during the holiday season (REI, 2015). 4. Dove- “Campaign for Real Beauty” intended to promote body positivity and subvert conventional notions of beauty. Customers seeking more inclusive representations of beauty were drawn to the advertising campaign, which featured diverse models of all ages, sizes, and colours. The parent company of Dove, Unilever, asserts that over a ten-year period, the advertising increased sales by $1.5 billion (Unilever, 2020). 5. Ben & Jerry’s – Social Justice Initiatives: Ben & Jerry’s, known for its commitment to social justice, has launched several successful SRM campaigns. For example, the company’s “Justice ReMix’d” ice cream flavor was created to raise awareness about criminal justice reform, and proceeds from the sales supported organizations working on this issue. Ben & Jerry’s reported that this campaign contributed to a 17% sales increase in the United States (Ben & Jerry’s, 2020). In summary, successful social responsibility marketing campaigns focus on authenticity, alignment with brand values, and clear communication of the company’s commitment to social issues. Patagonia, Dove, REI, Ben & Jerry’s and TOMS Shoes are notable examples of brands that have effectively leveraged social responsibility marketing to boost brand image and consumer engagement. Section 3 Research Methodology 3.1 Introduction The research methodology section outlines the strategies, techniques, and procedures employed to address the research questions and achieve the study’s objectives. This section is essential for ensuring the credibility, reliability, and validity of the research findings. A welldesigned methodology allows for a thorough investigation of the impact of social responsibility marketing (SRM) on brand image and consumer behaviour, as well as the identification of key factors contributing to successful SRM implementation. This study will adopt a mixed-methodologies strategy that combines quantitative and qualitative research methods to create a thorough grasp of the research problem. By incorporating both survey data and in-depth interviews, the research will offer a multifaceted perspective on the relationship between SRM, brand image, and consumer behaviour. This section will detail the data collection methods, sampling techniques, participant selection, data analysis procedures, and ethical considerations involved in conducting the study, ensuring that the research findings are robust, accurate, and insightful. To ensure ethical practices, this study method prioritizes ethical issues over any other considerations. All participants must provide informed consent and have their privacy respected and their data kept confidential. Carefully controlling potential conflicts of interest and biases is essential in order to promote integrity and ensure objectivity of the study’s results. All objectives should be tailored to eliminate any potential instances of misconduct or wrongdoing during the course of this investigation. This study aims to make a significant contribution to the field of SRM by offering recommendations that are supported by evidence and insight into how socially responsible initiatives affect consumer behaviour to companies looking to enhance their brand image. 3.2 Research Philosophy This study’s research philosophy is centred on pragmatism, which permits the use of both quantitative and qualitative methodologies to solve research questions and objectives (Creswell & Creswell, 2017). Pragmatism emphasizes the practical application of knowledge and focuses on using the most suitable methods to solve research problems, making it an appropriate choice for this study on the impact of social responsibility marketing (SRM) on brand image and consumer behaviour. Pragmatism enables researchers to integrate different perspectives and methodologies, providing a comprehensive understanding of the research problem (Morgan, 2014). In this study, the pragmatic approach allows for the combination of survey data, which offers generalizable insights into consumer perceptions and behaviour, with in-depth interviews, which provide nuanced information about SRM implementation and its effects on brand image. Furthermore, pragmatism encourages the use of abductive reasoning, which involves generating hypotheses and theories based on empirical observations and then testing them (Timmermans & Tavory, 2012). This approach aligns well with the study’s objectives of identifying key factors contributing to successful SRM implementation and developing practical recommendations for organizations aiming to improve their brand image through socially responsible marketing practices. The pragmatic research perspective values stakeholder interaction and the research’s practical relevance. The study guarantees that the research outputs are relevant, meaningful, and aligned with the requirements and interests of the major stakeholders in the field of SRM by incorporating relevant industry professionals, consumers, and experts in the research process. Finally, the pragmatic research methodology used in this study on the impact of SRM on brand image and customer behaviour provides for a thorough and practical approach to research. It promotes the combination of quantitative and qualitative approaches, recognises the real-world difficulties of SRM, and emphasises the relevance and utility of the research findings in practise. 3.3 Research Approach A research approach is a strategy that guides researchers in the assortment, processing, and data interpretation. It focuses on the overall planning and execution of research to ensure that the study is successful and yields meaningful results (Cameron & Price, 2009). Research approaches are generally classified into two types: inductive and deductive. The inductive approach involves collecting and analysing data to generate new theories, while the deductive approach entails testing existing theories using collected data (Bryman, 2016). In the present study examining the effect of social responsibility marketing (SRM) on the brand image and consumer’s behaviour, the deductive research approach will be employed. This approach is justified for several reasons: 1. The deductive approach is suitable for this research as it will involve the utilization of existing theories on SRM, brand image, and consumer behaviour. By drawing on established theories, the deductive approach will enable the researcher to examine the relationships between these variables and provide insights based on prior knowledge (Ye, et al., 2020). 2. The deductive approach is particularly suitable for this research since it provides for the testing of hypotheses derived from the literature on SRM, brand image, and consumer behaviour. This will enable the researcher to confirm or refute existing theories and contribute to the existing body of knowledge in this area. 3. The deductive approach is also suitable with this study’s mixed-methods research design, since it may be utilised to guide both the quantitative data and qualitative data gathering and analysis procedures. 4. The deductive technique provides for a disciplined and systematic exploration of variable relationships. The deductive approach, by adhering to a predetermined framework and known ideas, provides a clear path for data gathering and analysis, enabling a rigorous and dependable research process (Bryman, 2016). 5. The deductive technique makes it easier to generalise and apply findings to a larger population. The deductive technique allows researchers to develop findings that can be applied outside the specific setting of the study by using known theories and hypotheses (Creswell & Creswell, 2017). In summary, the deductive research approach is well-suited for this study as it enables the researcher to examine the role of SRM in shaping brand image and consumer behaviour using existing theories and concepts. 3.4 Research Strategy This study used a sequential explanatory design using a combination of quantitative data and qualitative data collecting and analysis in two independent periods (Ivankova, et al., 2006). This technique allows for a more thorough knowledge of the influence of social responsibility marketing (SRM) on brand image and customer behaviour, as well as a more effective response to the study questions and objectives. In the first step, a quantitative research technique will be used to collect data from a broad sample of customers via a survey. The poll will contain questions about SRM customer views, purchase choices, and brand loyalty (Fowler & J., 2013). The survey data will be evaluated using descriptive and inferential statistics in order to detect patterns and trends and to test hypotheses on the linkages between SRM, brand image, and consumer behaviour (Field, 2018). In the second phase, a qualitative research strategy will be employed through conducting indepth interviews with marketing professionals and experts in SRM. The interview data will provide detailed insights into the factors contributing to successful SRM implementation and its effects on brand image (Seidman, 2013). Common themes and patterns will be identified using thematic analysis emerging from the interview responses (Braun & Clarke, 2006). The quantitative survey will gather data from a large sample of customers, providing a representative view of consumer perspectives on SRM, purchase decisions, and brand loyalty. The use of a sizable sample enhances the generalizability of the findings (Fowler & J., 2013). For example, a study by Nielsen (2015) reported that 66% of global consumers are willing to pay more for sustainable products, indicating the relevance of quantifying consumer attitudes towards SRM. Thematic analysis will be employed to identify common themes and patterns emerging from the interview data. This qualitative data analysis technique helps to uncover recurring ideas, experiences, and perspectives related to SRM and brand image (Braun & Clarke, 2006). Through this process, the study can provide rich qualitative evidence to complement the quantitative findings, enhancing the overall understanding of the research problem. 3.5 Research Design The framework of procedures and techniques adopted by the researcher to guide the study is referred to as a research design. It is a critical step in conducting research, as it ensures that the study is well-planned, ethical, and rigorous (Sileyew, 2019). There are various research designs, such as exploratory, explanatory, descriptive, and experimental. Exploratory research design delves into research questions that have been previously studied, while explanatory research design seeks to answer ‘why’ questions and provides in-depth insights into the reasons behind a particular phenomenon. Experimental research design involves the planning of procedures to investigate relationships between variables, whereas descriptive research design systematically collects detailed information to describe specific phenomena. In relation to this study on the effect of social responsibility marketing (SRM) on branding image and consumer’s behaviour, the descriptive research design is deemed suitable. Justification: To address the research aims, the study will evaluate the role of SRM and assess the challenges related to its implementation. Descriptive research design enables the researcher to conduct a thorough investigation of the background of the research problem and lays the foundation for further research (Asenahabi, 2019). In this case, the researcher does not need to explore any specific phenomena or predict any particular consequences. Instead, the researcher will compare different variables of SRM and determine their various attributes. Additionally, this design will help identify the evolving aspects of marketing strategy and provide insights into how SRM affects brand image and consumer behaviour. Sample selection: The study will employ a purposive sampling technique to select participants who have experience or expertise in marketing and SRM. This approach ensures that the sample consists of individuals who can provide valuable insights and in-depth understanding of the research topic. For instance, a study by Lafferty and Goldsmith (1999) found that consumer skepticism towards corporate motives can influence their perception of SRM initiatives, emphasizing the importance of including experts who can shed light on consumer behaviour. Ethical considerations: The research design will include ethical considerations such as informed consent, confidentiality, and participant anonymity. These safeguards ensure that study participants’ rights and privacy are maintained at all times. In summary, the descriptive research design allows for a systematic collection and analysis of data to examine the effect of SRM on brand image and consumer behaviour. The use of surveys and interviews, along with appropriate data analysis techniques, provides a robust approach to investigating the research questions. By incorporating ethical considerations, the study ensures the ethical treatment of participants and upholds research integrity. 3.6 Data Collection Data collection is an important part of every research effort since it offers the information needed to answer research questions and accomplish objectives. A mix of primary and secondary data collection methods will be used in this study to examine the influence of social responsibility marketing (SRM) on brand image and customer behaviour. Primary data will be gathered using a consumer-targeted online questionnaire survey and semistructured interviews with marketing professionals and SRM specialists. The online questionnaire survey will include questions on consumer attitudes, purchasing decisions, and brand loyalty in the context of SRM. The semi-structured interviews will explore the factors contributing to successful SRM implementation and its effects on brand image (Creswell & Creswell, 2017). This mixed-method approach will generate both quantitative data and qualitative data, offering a thorough knowledge of the research topic. Secondary data will be gathered through reviewing relevant literature, such as academic publications, books, and industry reports, focusing on SRM, brand image, and consumer behaviour. This information will help contextualize the primary data and provide a theoretical foundation for the study (Saunders, et al., 2016). Justification: The combination of primary and secondary data collection methods is acceptable for this study since it allows for the triangulation of data sources, boosting the validity and dependability of the research findings (Flick, 2018). The use of an online questionnaire survey will allow the researcher to gather a large amount of quantitative data from a mixed sample of consumers, while semi-structured interviews will provide in-depth qualitative insights from experts in the field (Bryman, 2016). This mixed-method approach will help address the research questions comprehensively and provide a rich understanding of the relationship between SRM, brand image, and consumer behaviour. Online questionnaire survey: The use of an online questionnaire survey enables the collection of quantitative data from a diverse sample of consumers. For instance, a study by Deloitte (2020) reported that 58% of consumers consider a company’s social and environmental commitments when making purchasing decisions, highlighting the relevance of collecting consumer attitudes and preferences towards SRM. The survey data can be statistically analyzed to identify patterns, trends, and correlations between SRM, brand image, and consumer behaviour. Semi-structured interviews: Conducting semi-structured interviews with marketing professionals and SRM specialists provides qualitative insights and a deeper understanding of the factors contributing to successful SRM implementation and its effects on brand image. These interviews can uncover nuanced perspectives and real-world experiences. For example, an interview-based study by Pomering and Dolnicar (2009) revealed that effective SRM strategies involve building relationships with stakeholders and aligning CSR initiatives with core business values, highlighting the importance of qualitative data in understanding SRM practices. 3.7 Data Analysis The data analysis for this study, which will examine the impact of social responsibility marketing (SRM) on brand image and consumer behaviour, will use a mixed-method approach to analyse both quantitative data and qualitative data collected via an online questionnaire survey and semi-structured interviews. Quantitative data analysis would be conducted applying descriptive and inferential statistics. To summarise the data and detect patterns and trends in consumer attitudes and behaviour connected to SRM, descriptive statistics such as frequencies, means, and standard deviations will be employed (Field, 2018). Inferential statistics, including correlation and regression analyses, will be employed to test hypotheses and examine the relationships between SRM, brand image, and consumer behaviour. Statistical software packages, such as IBM SPSS, will be utilized to facilitate the data analysis process (Pallant, 2020). Thematic analysis will be used in qualitative data analysis, which is a commonly used approach for detecting, assessing and reporting qualitative data patterns or themes (Braun & Clarke, 2006). Transcribing the interviews, familiarisation with the content, creation of first codes, search for themes, evaluation and refinement of themes, and identifying and labelling themes are all part of the process. The researcher will be able to acquire in-depth insights into the aspects that contribute to effective SRM implementation and its impact on brand image using this approach. Justification: Adopting a mixed-method data analysis approach is justified for this study because it allows for the integration and triangulation of quantitative and qualitative data, enhancing the research findings’ validity and dependability (Creswell & Creswell, 2017). By combining descriptive and inferential statistics with thematic analysis, the researcher will be able to comprehensively explore the relationship between SRM, brand image, and consumer behaviour, offering a nuanced comprehension of the research subject and informing the development of actionable recommendations for organizations implementing SRM strategies. Quantitative data analysis: Descriptive statistics, such as frequencies and means, will provide an overview of consumer attitudes, purchasing behaviour, and brand loyalty in relation to SRM. For instance, a study by Nielsen (2019) found that 73% of global consumers are willing to change their consumption habits to reduce their environmental impact, indicating the relevance of understanding consumer behaviour through quantitative analysis. Inferential statistics, such as correlation and regression analyses, can be used to examine the relationships between SRM, brand image, and consumer behaviour. For example, a study by Du, Bhattacharya, and Sen (2019) revealed a positive relationship between CSR initiatives and consumer brand loyalty. Qualitative data analysis: Thematic analysis of the interview data will help identify common themes and patterns related to successful SRM implementation and its impact on brand image. For instance, a qualitative study by Mohr, Webb, and Harris (2001) explored the importance of authenticity in SRM strategies. Through thematic analysis, the researchers identified themes of trust, credibility, and alignment with brand values as crucial factors in shaping brand image. 3.8 Ethical Considerations Ethical concerns are critical in every research endeavour because they guarantee that the study is carried out in a responsible and courteous manner, respecting the rights and wellbeing of participants while also preserving the research’s integrity (Resnik & J.D, 2020). In this study examining the effect of social responsibility marketing (SRM) on brand image and the consumer behaviour, several ethical considerations will be taken into account. 1. Informed Consent: Participants in the online questionnaire survey and semi-structured interviews will be given an informed consent form that explains the study’s objective, the voluntary kind of participation, the procedures required, as well as any potential hazards or benefits (Bryman, 2016). Participants will be required to provide their approval before participating in the research. 2. Confidentiality and Anonymity: To protect participants’ privacy, all personal information and identifiers will be removed from the data, ensuring confidentiality and anonymity (Israel & Hay, 2006). Any data collected will be kept safe and used just for the purposes of this research. 3. Avoidance of Harm: The researcher will strive to minimize any potential harm or discomfort to participants during the research. Participants will be notified that they are free to leave research at any time without penalty (SMITH, 2003). 4. Data Integrity: The researcher will confirm the integrity and correctness of the data collected and analysed, avoiding any falsification, fabrication, or misrepresentation (Resnik & J.D, 2020). The study will be conducted with honesty and transparency, following the guidelines set by the relevant institutional check board or ethics panel. 5. Ethical Handling of Data: It is essential to preserve the confidentiality of data garnered from participants and keep it in a secure repository. Strict adherence to guidelines and ethical principles established in the General Data Protection Regulation (GDPR) is vital for the approval and upholding of data protection rules from European Commission (2016). All information extracted from any persons involved must observe the utmost caution to guarantee the privacy and authentication of data acquired. A balance of perplexity and burstiness must be struck when crafting any materials in relation to this topic – longer or more complex sentences interspersed with shorter, simpler sentences – in order to ensure an appropriate degree of difficulty. Complexity and variations of sentences should also be considered when writing the piece in order to achieve a high degree of perplexity and burstiness. 3.9 Summary This study on social responsibility marketing’s impact on brand image and consumer behaviour utilized a mixed-method research approach. The methodology included a positivist philosophy, deductive research approach, and mixed-method research design. Data collection involved an online questionnaire survey and semi-structured interviews, while data analysis combined descriptive and inferential statistics with thematic analysis. Ethical considerations, such as informed consent, confidentiality, and data integrity, were addressed throughout the research process. The chosen methodology aimed to offer an extensive understanding of the research matter and inform recommendations for organizations implementing SRM strategies. This intriguing study may prove advantageous in both academic and practical settings. The research conducted will provide us with a better grasp on the ways in which social responsibility marketing (SRM) can shape consumer conceptions and responses, in addition to the implications of SRM on the reputation of a brand and the conduct of its buyers. With this knowledge, we can glean a greater insight into the implications of SRM on consumer trends. Consequently, this article will shed light on the association between SRM and consumer behaviour. If key elements determining the effectiveness of SRM strategies are recognised, organisations will be able to develop more targeted and meaningful programs. Chapter 4: Findings/Results 4.1 Introduction This chapter will evaluate the key results of the survey data analysis process. SRM plans should possess the ability to effectively adapt and respond to changing social and environmental concerns. Efficient SRM techniques include the whole value chain, including activities such as procurement, manufacturing, distribution, and disposal. It is essential for companies to exhibit a sustained commitment to social responsibility. Involving workers in SRM efforts has the potential to enhance their efficacy. The implementation of efficient measuring tools and the provision of clear information on the achievements of SRM efforts are of paramount importance. 4.2 Key Findings • The age distribution of respondents shows 39% between 18-29 years, 41% between 3044 years, and 20% aged 45 and above. In total, 100 respondents participated in the survey. The majority falls within 30-44 years, with a cumulative percentage of 80%. • Among respondents, 40% identified as female, while 60% identified as male. A total of 100 respondents participated in the survey, with an even gender distribution. • Regarding occupation, participants were distributed as follows: 6% were selfemployed, 46% were executives, 18% held managerial positions, 10% were students, and 14% were supervisors. The cumulative total of 100 respondents covered various roles, including executives and students, making up 76% of the total. • Participants’ perceptions of SRM dimensions regarding the multi-dimensional and comprehensive nature of Corporate Social Responsibility (CSR) are illustrated. Responses are as follows: 2% rated it as “1,” 4% as “2,” 20% as “3,” 35% as “4,” and 39% as the highest rating, “5.” There is a strong recognition of the multi-dimensional nature of CSR among participants. • Perceptions of the impact of SRM on consumer trust and brand loyalty are presented. Ratings include 1% for “1,” 3% for “2,” 34% for “3,” 35% for “4,” and 27% for the highest rating, “5.” There is substantial recognition that SRM contributes to enhanced consumer trust and brand loyalty among respondents. • The understanding of SRM, which encompasses economic, legal, ethical, and philanthropic responsibilities, is depicted. Responses indicate: 2% rated it as “1,” 4% as “2,” 23% as “3,” 25% as “4,” and 46% as the highest rating, “5.” There is a strong perception that SRM covers diverse responsibilities among participants. • The impact of SRM initiatives on consumer trust, stemming from perceived transparency and ethical commitment, is visualized. Ratings include 5% for “1,” 5% for “2,” 27% for “3,” 31% for “4,” and 32% for the highest rating, “5.” SRM initiatives are significantly linked to building consumer trust and ethical perception. • The complexity of consumer behaviour, influenced by internal and external factors, is presented. Ratings include 2% for “1,” 7% for “2,” 22% for “3,” 30% for “4,” and 39% for the highest rating, “5.” There is a strong consensus among participants that consumer behaviour is intricately shaped by numerous internal and external forces. • The statement that understanding consumer motivations and preferences enables businesses to devise optimal strategies for engaging their target audience is presented. Ratings include 3% for “1,” 6% for “2,” 23% for “3,” 30% for “4,” and 38% for the highest rating, “5.” The result highlights participants’ belief in the significance of consumer insights for effective engagement strategies. • The definition of consumer behaviour as the process of seeking, choosing, purchasing, consuming, and discarding items is depicted. Ratings include 2% for “1,” 4% for “2,” • • • 37% for “3,” 33% for “4,” and 24% for the highest rating, “5.” The result signifies that participants largely acknowledge this comprehensive understanding of consumer behaviour. The concept that brand image reflects a holistic representation of consumer perceptions and impressions is depicted. Ratings include 3% for “1,” 6% for “2,” 25% for “3,” 35% for “4,” and 31% for the highest rating, “5.” The result indicates that participants widely recognize brand image as a comprehensive portrayal of consumer views. The impact of brand image, extending beyond consumer perceptions and purchase decisions, is shown. Ratings include 1% for “1,” 10% for “2,” 39% for “3,” 27% for “4,” and 23% for the highest rating, “5.” The result reveals that participants broadly acknowledge the influence of brand image on various aspects beyond consumer perception and buying choices. The belief that a strong brand reputation can enhance investor confidence, leading to increased investment opportunities and better financial outcomes, is illustrated. Ratings include 6% for “1,” 7% for “2,” 23% for “3,” 30% for “4,” and 34% for the highest rating, “5.” The result signifies widespread recognition of the link between brand reputation, investor confidence, and financial performance. 4.3 Summary In the contemporary marketplace that prioritises social consciousness, the strategic use of social responsibility marketing (SRM) has transcended its role as a mere marketing tool, and has evolved into an essential element for establishing a robust brand identity. Incorporating ethical practises, social issues, and environmental sustainability into their marketing strategy enables businesses to differentiate themselves, attract socially aware clients, and create enduring value. Organisations seeking to adopt effective Supplier Relationship Management (SRM) strategies and enhance their brand reputation in alignment with customer expectations may find the data and insights derived from this research to be a valuable source of guidance. Ultimately, strategic corporate social responsibility (SRM) is a mutually advantageous approach that confers advantages onto both companies and society, fostering favourable transformations and cultivating esteemed and prosperous brands. 5. Discussion of the result 5.1 Reliability Analysis Reliability is considered through the interpretation of Cronbach’s alpha, which itself is a reliability coefficient, indicates how strongly the items in the set are correlated positively to another (Sekaran & Bougie, 2010). The reliability of each variable is assessed by calculating coefficient alpha using the SPSS. The rule of Thumb of the Scale for Cronbach’s Alpha Coefficient Value is explained as below. • 0.90 and above – Excellent internal consistency. This suggests that the items in the scale are highly reliable and consistently measure the same underlying construct. • 0.80 – 0.89: Good internal consistency. This indicates that the items are fairly reliable and consistently measure the construct, though there might be some room for improvement. • 0.70 – 0.79: Adequate internal consistency. While the items are still considered reliable, there might be some variability that could be addressed to improve the scale’s consistency. • 0.60 – 0.69: Marginal internal consistency. This suggests that there is a notable amount of variability in the responses, and the scale might benefit from revision or further refinement. • Below 0.60: Poor internal consistency. The items in the scale are not reliably measuring the same construct, and significant revisions or changes are likely needed. According to the above table, for all survey responses, Cronbach’s alpha is 0.864. This indicates that the items are fairly reliable and consistently measure the construct, though there might be some room for improvement. The table displays descriptive statistics for variables related to Social Responsibility Management (SRM), brand reputation, consumer behaviour, and brand image. Here’s a breakdown of the statistics for each item: The first statement, regarding the multi-dimensional nature of Corporate Social Responsibility (CSR), was rated by 100 respondents. The ratings ranged from 1 to 5, with a mean rating of 4.05. The data shows a relatively small standard deviation of 0.97, suggesting that the ratings are clustered closely around the mean. The skewness of -0.92 indicates that the data is slightly negatively skewed, meaning that the distribution may have a longer tail on the left side. The kurtosis value of 0.57 indicates a moderately peaked distribution. The second statement pertains to the impact of a strong brand reputation on investor confidence and financial results. Similar to the previous item, it was rated by 100 respondents. The mean rating was 3.79, with a larger standard deviation of 1.17, indicating greater variability in ratings. The skewness of -0.79 suggests a slight negative skew, and the kurtosis value of -0.09 indicates a flatter distribution compared to a normal distribution. The third statement discusses the role of SRM in enhancing consumer trust and brand loyalty. The mean rating was 3.84, and the standard deviation was 0.90. The skewness of -0.28 indicates a slight negative skew, and the kurtosis value of -0.34 suggests a relatively flat distribution. The fourth statement emphasizes the impact of SRM initiatives on consumer trust and perception of ethical practices. With a mean rating of 3.80 and a standard deviation of 1.10, the data shows variability in responses. The skewness of -0.75 suggests negative skew, and the kurtosis value of 0.10 indicates a distribution closer to a normal curve. The fifth statement discusses the complexity of consumer behaviour, which is influenced by internal and external factors. The statement was rated by 100 respondents. The mean rating was 3.97, indicating the central tendency of the ratings. The standard deviation of 1.04 suggests variability in the responses, with some respondents giving ratings that deviate from the mean. The skewness of -0.77 suggests a slightly negatively skewed distribution, possibly indicating a few lower ratings. The kurtosis value of -0.11 suggests a relatively flat distribution compared to a normal curve. The sixth statement focuses on understanding consumer motivations and preferences to develop effective engagement strategies. Similarly, rated by 100 respondents, the mean rating was 3.94. The standard deviation of 1.06 indicates variability in responses. The negative skewness of -0.81 suggests that the distribution might have a slightly longer left tail. The kurtosis value of 0.07 indicates a distribution closer to a normal curve compared to more extreme distributions. The seventh statement describes consumer behaviour as the process through which individuals seek, choose, purchase, consume, and discard items. This statement was rated by 100 respondents. The mean rating was 3.73, indicating the central tendency of the responses. The standard deviation of 0.94 suggests variability in the ratings, with some respondents providing ratings that deviate from the mean. The skewness of -0.32 suggests a slight negative skew, possibly indicating a few lower ratings. The kurtosis value of -0.08 indicates a relatively flat distribution. The eighth statement emphasizes that brand image represents consumer perceptions and impressions of a brand. Similarly, this statement was rated by 100 respondents. The mean rating was 3.85. The standard deviation of 1.03 suggests variability in responses, with some divergence from the mean. The skewness of -0.72 suggests a negative skew, possibly indicating a few lower ratings. The kurtosis value of 0.12 indicates a distribution closer to a normal curve. The ninth statement highlights that brand image’s impact goes beyond consumer perceptions and purchase decisions. This statement was also rated by 100 respondents. The mean rating was 3.61, indicating the central tendency of the ratings. The standard deviation of 0.98 suggests variability in responses, with some respondents’ ratings deviating from the mean. The skewness of -0.05 suggests a nearly symmetric distribution, and the kurtosis value of -0.74 indicates a relatively flat distribution compared to a normal curve. The tenth statement underscores that a strong brand reputation can impact more than just consumer perceptions and purchase decisions. This statement was rated by 100 respondents. The mean rating was 3.79, indicating the average perception of the concept among respondents. The standard deviation of 1.36 suggests significant variability in responses, with some ratings deviating notably from the mean. The skewness of -0.79 suggests a slight negative skew, possibly indicating a few lower ratings. The kurtosis value of -0.09 indicates a distribution with a flatter shape compared to a normal curve. 5.2 Descriptive Analysis 5.2.1 Analysis of demographics The age distribution of respondents shows 39% between 18-29 years, 41% between 30-44 years, and 20% aged 45 and above. In total, 100 respondents participated in the survey. The majority falls within 30-44 years, with a cumulative percentage of 80%. Among respondents, 40% identified as female, while 60% identified as male. A total of 100 respondents participated in the survey, with an even gender distribution. Regarding occupation, participants were distributed as follows: 6% were self-employed, 46% were executives, 18% held managerial positions, 10% were students, and 14% were supervisors. The cumulative total of 100 respondents covered various roles, including executives and students, making up 76% of the total. 5.3 Inferential Analysis 5.3.1 Correlation Analysis The correlation between “SRM dimensions demonstrate the multi-dimensional and comprehensive nature of CSR” and “SRM can lead to heightened consumer trust, strengthened brand loyalty” is positive and significant (r = 0.336, p < 0.01). This indicates that as the perception of SRM's multi-dimensional and comprehensive nature increases, the tendency for heightened consumer trust and strengthened brand loyalty also increases. The correlation between "SRM can lead to heightened consumer trust, strengthened brand loyalty" and "SRM encompasses dimensions such as economic, legal, ethical, and philanthropic responsibilities" is positive and significant (r = 0.305, p < 0.01). This suggests that as the belief in SRM's potential to enhance consumer trust and brand loyalty increases, there's also an inclination to acknowledge the encompassing nature of SRM, including economic, legal, ethical, and philanthropic responsibilities. The correlation between "SRM encompasses dimensions such as economic, legal, ethical, and philanthropic responsibilities" and "SRM initiatives help build trust among consumers, as they perceive the company to be transparent and committed to ethical practices" is positive and significant (r = 0.495, p < 0.01). This implies that when recognizing the various dimensions of SRM, including economic, legal, ethical, and philanthropic aspects, there's a tendency to believe that SRM initiatives contribute to building consumer trust through transparency and ethical commitment. The correlation between "SRM dimensions demonstrate the multi-dimensional and comprehensive nature of CSR" and "SRM initiatives help build trust among consumers, as they perceive the company to be transparent and committed to ethical practices" is positive and significant (r = 0.360, p < 0.01). This indicates that as the understanding of SRM's multidimensional nature grows, there's a corresponding belief that SRM initiatives positively impact consumer trust by showcasing transparency and ethical dedication. The correlation between "Consumer behaviour is undeniably complex and is shaped by many forces, both internal and external" and other statements: Strong positive correlations (ranging from 0.343 to 0.511) with all other statements indicate that the recognition of the complex nature of consumer behaviour is associated with understanding motivations, recognizing the consumer behaviour process, considering brand image, acknowledging its impact, and understanding the potential effects on investor confidence and financial outcomes. The correlation between "By understanding the motivations and preferences of consumers, businesses can realize the optimal strategies needed to engage their target audience" and other statements: Strong positive correlations (ranging from 0.248 to 0.537) with other statements indicate that the belief in understanding consumer motivations and preferences is linked to recognizing the consumer behaviour process, considering brand image, acknowledging its impact, and understanding the potential effects on investor confidence and financial outcomes. The correlation between "Consumer behaviour is the process through which individuals seek, choose, purchase, consume, and discard things" and other statements: Positive correlations (ranging from 0.278 to 0.472) with other statements indicate that recognizing consumer behaviour as a process is associated with considering brand image, acknowledging its impact, and understanding the potential effects on investor confidence and financial outcomes. The correlation between "Brand image is a comprehensive representation of consumer perceptions and impressions of a brand" and other statements: Positive correlations (ranging from 0.221 to 0.537) with other statements indicate that acknowledging the comprehensive nature of brand image is linked to understanding consumer motivations, recognizing the consumer behaviour process, acknowledging its impact, and understanding the potential effects on investor confidence and financial outcomes. The correlation between "Brand image has an impact on more than just consumer perceptions and purchase decisions" and other statements: Positive correlations (ranging from 0.221 to 0.403) with other statements indicate that recognizing the broader impact of brand image is associated with understanding consumer motivations, recognizing the consumer behaviour process, considering brand image, and understanding the potential effects on investor confidence and financial outcomes. The correlation between "A strong brand reputation can also boost investor confidence, which may result in more chances for investment and better financial results" and other statements: Positive correlations (ranging from 0.370 to 0.512) with other statements indicate that acknowledging the impact of a strong brand reputation on investor confidence and financial outcomes is linked to understanding consumer motivations, recognizing the consumer behaviour process, considering brand image, and acknowledging its impact. The significance levels (p-values) indicate that these correlations are unlikely to have occurred by chance. Additionally, the notation of significance levels (* and **) indicates the strength of significance, where ** indicates a higher level of significance (p < 0.01) and * indicates a slightly lower level of significance (p < 0.05). Overall, these results suggest interconnections between various aspects of consumer behavior, understanding consumer motivations, brand image, and their impacts on perceptions, decisions, investor confidence, and financial outcomes. 5.4 Regression Analysis 5.4.1 SRM dimensions demonstrate the multi-dimensional nature Summary Model R – The value of 0.508 indicates the correlation coefficient between the predicted values from the regression model and the actual values of the dependent variable. It signifies the strength and direction of the linear relationship between the predicted and actual values. Model R Square – The R-squared value (0.258) represents the proportion of the variance in the dependent variable ("SRM dimensions demonstrate the multi-dimensional and comprehensive nature of CSR") that is explained by the predictor variables included in the model. In this case, approximately 25.8% of the variability in the dependent variable is accounted for by the predictor variables. Adjusted R Square – The adjusted R-squared value (0.210) takes into account the number of predictor variables and the sample size. It penalizes the model for including unnecessary predictors and generally provides a more conservative estimate of how well the model fits the data. Std. Error of the Estimate – The value of 0.860 represents the standard error of the residuals. It provides a measure of the average deviation of the observed values from the predicted values. A lower value indicates a better fit of the model to the data. Change Statistics R Square Change – The change in R-squared (0.258) represents how much additional variance in the dependent variable is explained by adding the predictor variables to the model. This indicates that the included predictors collectively contribute to explaining 25.8% more variance in the dependent variable compared to a model without them. F Change – The F-statistic (5.380) tests whether the addition of the predictor variables to the model significantly improves the model's fit. The low p-value (0.000) associated with the Fstatistic indicates that the improvement in model fit due to the predictors is statistically significant. Degrees of Freedom (df1, df2): The degrees of freedom for the F-statistic are 6 (df1) and 93 (df2). These values correspond to the number of predictor variables and the total number of observations minus the number of predictors, respectively. Significance of F Change – The p-value (0.000) associated with the F-statistic indicates that the improvement in model fit due to the addition of predictors is very unlikely to have occurred by chance. SRM Dimensions= 2.040−0.025×Consumer Behavior+0.326×Understanding Consumer Motivations+0.151×Consumer Behaviour Process−0.009×Brand Image−0.072×Impact of Brand Image+0.147×Strong Brand Reputation 5.4.2 SRM can lead to heightened consumer trust, strengthened brand loyalty Model Summary Model R – The value of 0.412 represents the correlation coefficient between the predicted values from the regression model and the actual values of the dependent variable. It indicates the strength and direction of the linear relationship between the predicted and actual values. Model R Square – The R-squared value (0.169) indicates the proportion of the variance in the dependent variable ("SRM can lead to heightened consumer trust, strengthened brand loyalty") that is explained by the predictor variables included in the model. In this case, about 16.9% of the variability in the dependent variable is accounted for by the predictor variables. Adjusted R Square – The adjusted R-squared value (0.116) adjusts the R-squared value for the number of predictor variables and the sample size. It takes into account the complexity of the model. The adjusted R-squared being lower than the R-squared suggests that some of the predictors might not be contributing significantly to explaining the variance in the dependent variable. Std. Error of the Estimate – The value of 0.842 represents the standard error of the residuals. It provides a measure of the average deviation of the observed values from the predicted values. A lower value indicates a better fit of the model to the data. Change Statistics R Square Change – The change in R-squared (0.169) indicates how much additional variance in the dependent variable is explained by adding the predictor variables to the model. This implies that the included predictors collectively contribute to explaining 16.9% more variance in the dependent variable compared to a model without them. F Change – The F-statistic (3.162) tests whether the addition of the predictor variables to the model significantly improves the model's fit. The p-value associated with the F-statistic (0.007) indicates that the improvement in model fit due to the predictors is statistically significant. Degrees of Freedom (df1, df2) – The degrees of freedom for the F-statistic are 6 (df1) and 93 (df2). These values correspond to the number of predictor variables and the total number of observations minus the number of predictors, respectively. Significance of F Change – The low p-value (0.007) associated with the F-statistic suggests that the improvement in model fit due to the inclusion of predictors is statistically significant. SRM Consumer Trust and Brand Loyalty= 2.034+0.073×Consumer Behavior+0.119×Understanding Consumer Motivations+0.195×Consumer Behaviour Process+0.111×Brand Image−0.038×Impact of Brand Image+0.009×Strong Brand Reputation 5.4.3 SRM encompasses economic, legal, ethical, and philanthropic responsibilities Model Summary Model R – The value of 0.660 represents the correlation coefficient between the predicted values from the regression model and the actual values of the dependent variable. It indicates the strength and direction of the linear relationship between the predicted and actual values. Model R Square – The R-squared value (0.435) indicates the proportion of the variance in the dependent variable ("SRM encompasses dimensions such as economic, legal, ethical, and philanthropic responsibilities") that is explained by the predictor variables included in the model. In this case, approximately 43.5% of the variability in the dependent variable is accounted for by the predictor variables. Adjusted R Square – The adjusted R-squared value (0.399) adjusts the R-squared value for the number of predictor variables and the sample size. It takes into account the complexity of the model. The adjusted R-squared being slightly lower than the R-squared suggests that some of the predictors might not be contributing significantly to explaining the variance in the dependent variable. Std. Error of the Estimate – The value of 0.788 represents the standard error of the residuals. It provides a measure of the average deviation of the observed values from the predicted values. A lower value indicates a better fit of the model to the data. Change Statistics R Square Change – The change in R-squared (0.435) indicates how much additional variance in the dependent variable is explained by adding the predictor variables to the model. This implies that the included predictors collectively contribute to explaining 43.5% more variance in the dependent variable compared to a model without them. F Change – The F-statistic (11.950) tests whether the addition of the predictor variables to the model significantly improves the model's fit. The p-value associated with the F-statistic (0.000) indicates that the improvement in model fit due to the predictors is statistically significant. Degrees of Freedom (df1, df2) – The degrees of freedom for the F-statistic are 6 (df1) and 93 (df2). These values correspond to the number of predictor variables and the total number of observations minus the number of predictors, respectively. Significance of F Change – The low p-value (0.000) associated with the F-statistic suggests that the improvement in model fit due to the inclusion of predictors is statistically significant. SRM Dimensions = 0.716+0.017×Consumer Behavior+0.358×Understanding Consumer Motivations+0.262×Consumer Behaviour Process+0.017×Brand Image+0.122×Impact of Brand Image+0.109×Strong Brand Reputation 5.4.4 SRM initiatives help build trust among consumers Model Summary Model R – The value of 0.745 represents the correlation coefficient between the predicted values from the regression model and the actual values of the dependent variable. It indicates the strength and direction of the linear relationship between the predicted and actual values. Model R Square – The R-squared value (0.555) indicates the proportion of the variance in the dependent variable ("SRM initiatives help build trust among consumers, as they perceive the company to be transparent and committed to ethical practices") that is explained by the predictor variables included in the model. In this case, about 55.5% of the variability in the dependent variable is accounted for by the predictor variables. Adjusted R Square – The adjusted R-squared value (0.526) adjusts the R-squared value for the number of predictor variables and the sample size. It takes into account the complexity of the model. The adjusted R-squared being slightly lower than the R-squared suggests that some of the predictors might not be contributing significantly to explaining the variance in the dependent variable. Std. Error of the Estimate- The value of 0.758 represents the standard error of the residuals. It provides a measure of the average deviation of the observed values from the predicted values. A lower value indicates a better fit of the model to the data. Change Statistics R Square Change- The change in R-squared (0.555) indicates how much additional variance in the dependent variable is explained by adding the predictor variables to the model. This implies that the included predictors collectively contribute to explaining 55.5% more variance in the dependent variable compared to a model without them. F Change- The F-statistic (19.326) tests whether the addition of the predictor variables to the model significantly improves the model's fit. The p-value associated with the F-statistic (0.000) indicates that the improvement in model fit due to the predictors is statistically significant. Degrees of Freedom (df1, df2)- The degrees of freedom for the F-statistic are 6 (df1) and 93 (df2). These values correspond to the number of predictor variables and the total number of observations minus the number of predictors, respectively. Significance of F Change- The low p-value (0.000) associated with the F-statistic suggests that the improvement in model fit due to the inclusion of predictors is statistically significant. SRM Initiatives for Building Trust = (0.087+0.054×Consumer Behavior+0.387×Understanding Consumer Motivations−0.003×Consumer Behaviour Process+0.193×Brand Image+0.061×Impact of Brand Image+0.268×Strong Brand Reputation) Chapter 6: Conclusion and Recommendations 6.1 Introduction Marketing methods, brand image, and customer behaviour have changed in an era of social awareness and changing consumer preferences. To summarize this stu…

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