Advertising of CSR Activities and Its Impact on Brand Equity: A Study of FMCG Sector in India

In today’s business world, CSR has become a central strategic focus, prompting organisations to invest in social and environmental initiatives. Many organisations are looking for an effective way to communicate with their stakeholders regarding their CSR activities, and CSR advertising is one such tool. This research examines how the advertising of CSR activities influences brand equity within India’s Fast-Moving Consumer Goods (FMCG) sector. The study explores the gap in the positive relationship between FMCG companies’ advertising of CSR activities and their brand equity. A quantitative research approach was utilised in this study, involving a survey conducted with 155 participants from varied demographic backgrounds. Data was gathered through a structured questionnaire to evaluate participants’ awareness of CSR, their response to CSR advertisements across media platforms, and their perception of brand equity associated with different FMCG brands doing CSR advertising. The analysis indicated a modest positive correlation between the advertising of CSR initiatives and brand equity of FMCG Companies. While consumers demonstrated an appreciation for CSR and its impact on brand loyalty, skepticism regarding authenticity and price sensitivity underscore the necessity for companies to adopt transparent and authentic CSR strategies. While the findings support a positive link between CSR advertising and brand equity, the future investigations could delve into alternative advertising avenues and examine the long-term effects of CSR initiatives on brand equity.