Assignment Sample on BE955 Research Methods

1. Introduction

1.1 Background of the study

Majority of the global customers are concern about environmental sustainability and this in turn can help to develop CSR initiatives among firms. Growing environmental consciousness in this period replaces old resource-intensive goods with eco-innovative ones comprised of modern innovative designs and technology (Dressler and Paunovic, 2021). In order to contend with other firms, it is important to incorporate CSR into enterprises.

1.2 Motivation

The impact of CSR on consumer behaviour is not as simple as it seems, and a strong customer reaction to CSR interventions is not a given. As a result, when developing a CSR approach, it is critical to consider the risks of consumers’ perceptions of firms being reckless. This implies that it is important to incorporate an effective CSR approach in order to maximize brand awareness (Zahari et al. 2020). Motivation for this research has come from this way and this is the main fact to proceed with research questions as well as selected variables.

2. Rationale

2.1 Justification

One of the persistent issues for advocates of brand equity is demonstrating the long-term importance of building brand equity. The fundamental issues are that branding is only one generator of sales, that competitive behaviour interfere, and that business decisions cannot be postponed for years (Illiano, 2020).

Purchasers can get the idea that one does care about their interests if your branding is poor. Failure to incorporate branding in business will result in contradictions, giving the appearance that you are unconcerned with your customers’ needs (Armero, 2018).

Impact of ineffective branding is high as it can directly affect positioning of an organisation within stable marketplace. Lack of visibility of brand can ensure negative impact on sales and highly competitive value cannot be maintained (MS, 2019).

This research will shed light on the importance of CSR on brand equity that in turn can help for development of awareness among competitors as well as for organisations.

2.2 Significance

The significance of this research will be to determine direct association between CSR and Brand Equity. All of the research will be conducted on global firms such as Starbucks and others that are engaged in CSR operations and are currently participating in these activities. In addition, research will be accomplished on global as well as firm manager’s customers who are aware of CSR practices and their products to some degree.

3. Objectives and scope of research

3.1 Research aim

Aim of the research is to develop better understanding how CSR (Corporate Social Responsibility) can help in brand equity as well as management balance.

3.2 Research questions

Research questions are as given below for measuring future pathway:

[1]  What are the CSR initiatives launched by global businesses?

• What do public as well as internal stakeholders think about CSR?
• What are the efficient CSR practices that contribute to market awareness and, ultimately, brand equity?
• How to recommend better strategies for sustainability of brands in global platforms?

3.3 Research Objectives

Objectives of research are as follows:

·       To learn about the existing CSR initiatives launched by global businesses

·       To public perceptions as well as aspects of internal stakeholders regarding social responsibility of corporate sector

• To measure , brand recognition, customer satisfaction, total brand value and brand affiliation in relation to corporate social responsibility
• To recommend better strategies for sustainability of brands in global platforms

4. Literature review

4.1 Concept of brand equity

Brand equity is the importance of a brand or the perceived value of a brand by customers over other brands. Balancing of equity is vital because if one brand has good brand equity, users will charge a higher price for similar goods and services than generic products or other rivals. The advantages of brand value include: less-dramatic sales losses when the team loses, the ability to charge price discounts, increased corporate interest as well as others (Wu and Huang, 2020). Starbucks has set their brand value by delivering better coffee products and deliverance of customisation can be possible with the help of aspect namely “Starbucks Experience.”

4.2 Concept of CSR

Corporate Social Responsibility (CSR) is a strategic approach in which companies integrate social and environmental concerns into their business activities and stockholder partnerships. Being a socially responsible enterprise can help a company’s image and brand growth. Staff members are given the authority to be using the corporate resources at its disposal to benefit society through sustainable development. Structured corporate responsibility programs will boost employee participation and productivity (Seo et al. 2020). Many companies have integrated socially responsible elements into their advertisement efforts in order to support the world by meaningful services and products.

4.3 Concept of brand management

Brand management is a value proposition that employs strategies to raise the relative importance of a product category or commodity through time. Creating a business strategy to retain or increase brand loyalty or valuation necessitates a thorough view of the brand, its target demographic, and the company’s ultimate vision (Ahmad et al. 2019). Brands would maintain a cohesive sound and sound through all brand touchpoints. This covers packaging, product or service efficiency, publicity strategies, and the emotional experience of your customers when engaging with your company.

4.4 Theories and models

4.4.1 Aaker model

The Aaker Model divides brand issues into four categories: recognition, loyalty, perceived consistency, and brand connections. The Aaker Model has several distinct pathways for clarifying brand strategies. It serves as a basis for creating a brand identity, indicating what businesses building a brand should prioritize (Ekinci, 2018). Therefore, it will be used for measuring the impact of CSR on brand equity balance as well as perception of data can be maintained.

4.4.2 Business ethics theory of CSR

CSR is directly related with business ethics and it can help to analyse success of a business in detail. This theory reveals that a company who cares about more than just the problems that affect profit margins, and would draw consumers who share your ideals. Ethical CSR promises consumers that their concerns are taken into account as part of the company’s principles (Ferrell et al. 2019).

4.5 Impact of CSR on brand equity

Customers contribute to a socially conscious company’s brand value by increasing its potential earnings and goodwill. As a result, CSR practices are ways for firms to improve their image, which in turn affects brand value. These tactics assist managers in establishing a firm’s image, maintaining profits, and gaining consumer goodwill and third-party marketing. Positive CSR serves like protection, safeguarding a company’s image and mitigating the financial risk of unfavourable press (Gutiérrez Rodríguez et al. 2017).

Executives understand the value of their businesses’ reputations and firms with a high good image draw more qualified employees. They are considered to have greater profit, which helps them to charge a higher price. Their buyers are more loyal and purchase a wider variety of goods and services. CSR contributes to brand equity by instilling a positive picture in the minds of customers. CSR has also been identified as an additional method for increasing company sustainability and growth (Carlini et al. 2019).

Majority of the scholars discuss how incorporating CSR into a business model will help with brand awareness and preserving an organization’s image. CSR is also in its infancy in the global context, and certain industry realities have suffered as a result. According to proof, CSR has a significant effect on brand recognition, brand reputation, brand value, and customer retention. CSR is also associated with the process of developing brand loyalty and brand discovery around the world (Carlini et al. 2019). It needs to be enhanced in the markets and shown that products with a high CSR profile are regarded as healthy investments. Sustainable brand proposition can be possible through proper use of CSR practice and status of business can be acquired with high demand.

4.6 Literature gap

Journals regarding the relationship of CSR and brand equity will be minimum in number and this will ensure number of constraints. Besides that, knowledge gap can be acquired for researchers as they may not be able to purchase the articles with high cost.

5. Methodology

5.1 Research philosophy, approaches and design

5.1.1 Research philosophy

Positivism research philosophy will be followed to gain factual data about impact of CSR on brand equity. This will be purposeful to understand sustainability factors related with business of an organization (Ngozwana, 2018). Data collection process for analysing validity of the study will also be justified better through such aspect.

5.1.2 Approach to theory development

Deductive approach can be acquired for making generalised view of research topic. As no particular organisation will be selected, this approach can help in overall measurements of facts and variables such as CSR and brand equity (Attia and Edge, 2017).

5.1.3 Methodological choice

Qualitative research method will be followed throughout the research process that can help to acquire easy analysis. In addition, statistical errors can be reduced by adapting this methodology and results from interviews can be measured in a proper way (Dźwigoł and Dźwigoł-Barosz, 2018).

5.1.4 Research strategy

Interview of managers from famous global brands can be considered as major strategic choice for researching on CSR impact on brand equity. In order to follow such strategy, it becomes helpful for the researchers to analyse public opinion. Open ended questions can also be purposive to gather in-depth knowledge with proper assumption of phenomenon.

5.1.5 Time Horizon

Cross sectional time horizon can be followed to fulfil requirements of research over brand equity. It can be opportunistic to assure quick result in an inexpensive way and data from multiple sources can be collected regarding brand equity through such perspectives (Mohajan, 2018).

5.2 Main data collection and analysis technique

5.2.1 Data collection

Primary data collection process can be considered for information gathering related with best practice of CSR. This in turn can also help to ensure better data about brand management and its sustainability (Ørngreen and Levinsen, 2017). Service operation manager and Customer Relationship Manager of popular companies such as Starbucks, Saintsbury and Tesco will be questioned about CSR practice and its implication on brand equity balance. Due to pandemic, entire interview session will be conducted through telephone after getting ethical approval from selected participants.

5.2.2 Data analysis

Gathered data will be analysed by following qualitative method and information collected from interviewing small population can be measured in a tabular format. Collection of opinion from interviewee can help to develop better knowledge about parameters as well as impact can be monitored without additional error (Ngozwana, 2018).

6. Expected outcome

6.1 Expected outcome

Scope of the research will be high as it can help to measure different types of CSR initiatives taken by global firms. As a result, recognition of its impact on brand stability as well as affiliation and equity balance of brands can be acquired with high valuation. There is an expectation that after completion of entire work, it can help global firms to acquire better strategies. As a result, customer communication as well as reliability can be fulfilled with prompt visualisation and stability.

6.2 Potential Contributions

Research on the selected topic can help to contribute better CSR strategies for global firms that can make them more sustainable. Aside from that, branding has become an integral component of service organisations in order to boost competition. However, in order to be successful in brand creation, it is essential to understand the customers’ way of communicating with the brand.

References

Ahmad, I., Shahzad, K. and Gul, A., 2019. Mediating Role of Customer Satisfaction between Corporate Social Responsibility and Customer-Based Brand Equity. Business & Economic Review, 11(1), pp.123-144. Available at: https://imsciences.edu.pk/files/journals/March_2019/New%206%20MA-463.pdf

Armero, A.M., 2018. Importance of Corporate Social Responsibility in brand value of fruits and vegetables. In Proceedings of the International Conference on Agriculture (Vol. 5, No. 1, pp. 15-21). Available at: http://www.tiikmpublishing.com/proceedings/index.php/agrico/article/download/258/175

Attia, M. and Edge, J., 2017. Be (com) ing a reflexive researcher: a developmental approach to research methodology. Open Review of Educational Research, 4(1), pp.33-45. Available at: https://www.tandfonline.com/doi/pdf/10.1080/23265507.2017.1300068

Carlini, J., Grace, D., France, C. and Lo Iacono, J., 2019. The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model. Journal of Marketing Management, 35(1-2), pp.182-205. Available at: https://research-repository.griffith.edu.au/bitstream/handle/10072/386386/Carlini169571.pdf?sequence=1

Dressler, M. and Paunovic, I., 2021. The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity. Sustainability, 13(3), p.1400. Available at: https://www.mdpi.com/2071-1050/13/3/1400/pdf

Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management sciences. Financial and credit activity: problems of theory and practice, 2(25), pp.424-437. Available at: http://fkd.org.ua/article/download/136508/137235

Ekinci, Y., 2018, June. A model of consumer based brand equity for holiday destinations. In 8th advances in hospitality and tourism marketing and management (AHTMM) conference (p. 830). Available at: https://www.academia.edu/download/56915389/2018-8th_AHTMM_proceedings_2018_1.pdf#page=826

Ferrell, O.C., Harrison, D.E., Ferrell, L. and Hair, J.F., 2019. Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, pp.491-501. Available at: https://harbert.auburn.edu/binaries/documents/center-for-ethical-organizational-cultures/business-ethics.pdf

Gutiérrez Rodríguez, P., Cuesta Valiño, P. and Vázquez Burguete, J.L., 2017. The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case. Economic research-Ekonomska istraživanja, 30(1), pp.290-301. Available at: https://hrcak.srce.hr/file/266553

Illiano, S., 2020. How CSR affects brand equity: the case of the Italian fashion industry. Available at: http://tesi.luiss.it/29041/1/712851_ILLIANO_SARA.pdf

Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48. Available at: https://mpra.ub.uni-muenchen.de/85654/1/MPRA_paper_85654.pdf

MS, M., 2019. Determinants of brand equity: communication of Corporate Social Responsibility (CSR) versus CSR itself and company credibility. Available at: http://repository.lppm.unila.ac.id/17528/1/LEMBAR%20REVIEW%20DAN%20HASIL%20CEK%20TURNITIN%20ARTIKEL%20DETERMINANT%20OF%20BRAND%20EQUITY.pdf

Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher’s Reflections. International Journal of Educational Methodology, 4(1), pp.19-28. Available at: https://files.eric.ed.gov/fulltext/EJ1170655.pdf

Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic Journal of E-learning, 15(1), pp.70-81. Available at: https://files.eric.ed.gov/fulltext/EJ1140102.pdf

Seo, E.J., Park, J.W. and Choi, Y.J., 2020. The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), p.1691. Available at: https://www.mdpi.com/2071-1050/12/4/1691/pdf

Wu, J. and Huang, W., 2020. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR. Available at: https://www.diva-portal.org/smash/get/diva2:1447606/FULLTEXT01.pdf

Zahari, A.R., Esa, E., Rajadurai, J., Azizan, N.A. and MUHAMAD TAMYEZ, P.F., 2020. The effect of corporate social responsibility practices on brand equity: An examination of malaysia’s top 100 brands. The Journal of Asian Finance, Economics, and Business, 7(2), pp.271-280. Available at: https://www.koreascience.or.kr/article/JAKO202014862060796.pdf

Appendices

Appendix 1: Timeline

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