Impact of women-related CSR initiatives on the consumer perception and brand reputation of the company

Abstract

This project analyses the effect of women-related CSR initiatives on the consumer perception and brand reputation of the company. Different domains of CSR, shape the brand perceptions of the consumers differently. In order to see the benefits of the CSR on the growth and reputation of the company, it is important that consumers react positively to the different initiatives by the company. CSR is more effective if there is a congruence between the company’s activities and the type of CSR activity. But the context plays a very important role while implementing such initiatives. This kind of CSR can positively influence the reputation and the growth of the company only if gender diversity is normatively accepted by the consumers.