Redemption-Driven Corporate Social Responsibility: A Review of Strategic Ethical Brand Positioning

Redemption-driven Corporate Social Responsibility (CSR) is a transformative approach that integrates ethical, restorative, and strategic branding practices to address reputational crises and foster long-term stakeholder trust. Rooted in principles of atonement and restorative justice, this approach emphasizes corporate transparency and accountability, distinguishing it from traditional CSR models. The study explores how redemption-driven CSR enhances brand loyalty, reputation, and market positioning through mechanisms such as corporate apologies, reparations, and transparency initiatives. Using a systematic literature review methodology, the research synthesizes findings from peer-reviewed studies to investigate the efficacy of redemption-driven CSR in diverse industries and cultural contexts. Key findings demonstrate its potential to enhance corporate reputation and strengthen consumer loyalty when combined with authenticity and long-term engagement strategies. The article discusses implications for CSR theory, recommending the integration of restorative principles into corporate governance. Practical applications include stakeholder-centered strategies and ethical branding frameworks to align corporate actions with societal values.