Author(s) :   Mukhtar Ahmad¹, Dr. Doa Naqvi²

Abstract : In the contemporary business environment, where consumer awareness and expectations are rapidly evolving, corporate social responsibility (CSR) has become a strategic imperative for firms seeking to enhance their reputation and foster long-term stakeholder relationships. This study investigates the influence of CSR on corporate reputation, specifically from the perspective of consumers in urban Lucknow, Uttar Pradesh, India—a demographic increasingly conscious of ethical, environmental, and social values in consumption choices.

Grounded in stakeholder theory, social identity theory, and attribution theory, this research employs a quantitative approach, drawing data from 300 urban consumers through structured surveys. The findings reveal a significant positive correlation between CSR initiatives and consumer perceptions of firm reputation, image, loyalty, and purchase intention. Notably, environmental initiatives and ethical labor practices emerged as the most influential CSR dimensions, while philanthropic efforts had a comparatively weaker impact. Furthermore, demographic factors such as age, education, and income were found to moderate consumer responses, with younger and more educated consumers showing heightened sensitivity to CSR.

The study contributes to the theoretical discourse by contextualizing CSR-reputation dynamics within a developing economy and highlighting consumer-driven reputational effects. Practically, it offers actionable insights for corporate strategists, marketers, and policymakers to align CSR initiatives with consumer expectations and societal goals. The research underscores that CSR, when perceived as sincere and value-driven, not only enhances brand equity but also cultivates consumer image and loyalty—key assets in today's competitive market landscape.

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DOI: 10.61161/ijarcsms.v13i7.2

Pages : 5-19

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