The harmony between CSR activities and business objectives matters : An explorative research on CSR-brand fit and brand image 

Brands implement some strategies in choosing the right marketing activities and engaging in CSR activities in order to build up a positive brand image in the consumer's mind and to influence their perceptions. “CSR-brand fit” is the level of matching between a company's objective and the implemented CSR activities. The purpose of this study is to explore how CSR implemented activities by a brand could positively influence brand image when those activities are in line with the business objectives of a brand. The study is done by the qualitative strategy with the abductive approach reasoning. Nine unstructured interviews were conducted in order to collect the data needed. Three cases were used presenting a “CSR-brand high fit” so the authors could explore how the “CSR-brand high fit” influences the brand image. The authors found that customers consider the high fit as something reasonable and makes common and logical sense.