CORPORATE SOCIAL RESPONSIBILITY AND ITS EFFECTS ON BRAND TRUST

Bc. Nikunj Pankajkumar Patel

Master's thesis

Abstract:

Zara is one of the leading company in the fashion industry. Currently, the company is having more than 2,220 stores and is serving more than 88 countries. Zara has constantly acted as a creator in the fashion industry and the distinctive business model adopted by the company is always appreciated by its customers. However, the company’s operations are not only limited to fulfilling the needs of the customers creatively but it also works to have a positive impact on society through its CSR activities. The main aim of conducting this study is to ascertain how the CSR activities of Zara affect the trust of its loyal customers. The study included the CSR initiatives taken by Zara in terms of building a positive image in the minds of customers as well as society. The company understand the importance of CSR activities and incorporate it in the business units so that it created a unique and responsible image and further gain the trust of its consumers. The data for this study was collected through secondary sources as well as primary sources where it was collected by including 100 loyal customers as respondents of a questionnaire. In the end, the study evaluated and analyzed the data so that it will help the management of Zara to understand how CSR impacts brand trust.

Keywords

Marketing management, Corporate Social Responsibility, Brand trust, Market research, Customer Based Brand Equity

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration