CSR Laws in India: Does It Impact As a Marketing Tools to Enhance the Brand Equity

Abstract

Among the different economic patterns, liberalized economic pattern is the one in which most of the people live in a world which is highly corporatized. Big Corporations indulged in by-product of the activities are called business. Thus there's have to be compelled to have some basic plan on what business is, how it is to be started and developed, the current structure of firm, and establish its the link between society and business/company and why there's a desire for company to be socially responsible. Every corporate house has some social responsibility for social welfare and developments. Because the Indian economy is a mixed economy therefore the stakeholders are expected to contribute for the development of the society. The key purpose of this article is to confer about the laws for corporate social responsibility in India and significant role of CSR in creating brand equity for the firms dealing in consumer durable segment. To study the research objectives a descriptive as well as exploratory research design is used. The secondary data is used to regarding the law involved in CSR in India. For the data accumulation, convenient sampling is used and 253 responses are found complete and utilized for the study in concern. Data is analyzed using SPSS software. Mean, Standard deviation, factor analysis and regression are used in this study. This article revealed that there are five factors namely Brand belief and responsiveness, Brand loyalty through CSR, Brand inclination through CSR, Brand perception and Brand confidence and it also disclosed that all these factors have a significant role to enhance brand equity in consumer durable segment.