A CORPORATE IDENTITY PERSPECTIVE OF CORPORATE SOCIAL RESPONSIBILITY; A NEW APPROACH TO BUILD CORPORATE IDENTITY

The concept of Corporate Social Responsibility (CSR) is generallybuilt around the notion of welfare and ‘giving back’ to society. Thisnotion needs to be investigated and researched with the perspectivethat CSR are strategic investments by corporations aimed at buildingtheir corporate image; which in the long run has a positive impact onboth financial and non-finance related aspects of organizations. Basedon this premise, this paper argues that CSR helps in building andcreating a Corporate Identity (CI) in a competitive society. Findingsthat CSR and CI have a deeper connection with each other aresubstantiated by employing the correlation and SEM tests. Two typesof non-probability sampling techniques were used for collecting data;self-selection and quota sampling. Findings of the study show thatCSR helps the projection of CI and this contributes to the financialhealth of a corporation in the long term, thus qualifying the notion thatCSR is a strategic investment that has a trickledown effect over aperiod of time