Brand Building Through Corporate Social Responsibility: A Comparative Study
Appendix
Instrument 1: Customers’ Questionnaire
The Effects of CSR on Brand Equity
This research is required to complete my research in analyzing the impact of CSR
activities on the Brand building. Its main aim is to understand the link between
Corporate Social Responsibility and Brand Equity.
For this purpose, in this questionnaire, Corporate Social Responsibility (CSR) activities
are defined as actions taken by a company that is not mandated by laws or regulation
but may be seen as a positive action to the wider community, their employees,
customers and the environment.
Thank you for taking the time to complete this questionnaire.
Part I
1. Are you male or female?
1. Male
2. Female
2. Age
1. 18-25
2. 25-35
3. 36-45
4. 45+
3. What is your Occupation?
1. Student
2. Employee- Public/Private
3. Business Owner
4. Unemployed
5. Other
4. Are you aware of the Corporate Social Responsibility (CSR) Concept of business?
1. Yes
2. No
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Brand Building Through Corporate Social Responsibility: A Comparative Study
Part II
How important are the following activities when choosing a brand? Please rank
from 1 to 5 (1 as least important & 5 as most important)
1. Company participates in activities which aim to protect and improve the quality of the
natural environment.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
2. Company supports non-governmental organizations working in problematic areas.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
3. Company complies with all consumer rights and legal requirements.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
4. Company provides full and accurate information about its products to customers.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
5. Company contributes to campaigns and projects that promote the well being of society.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
6. Company encourages its employees to participate in voluntary activities.
1. Unimportant
2.Little important
3.Moderately Important
4.Important
5.Very Important
To what extent do you agree with the following statements? (1 as least important &
5 as most important)
7. When purchasing items like a Car, Mortgage, etc.(High Involvement goods), CSR
activities play a role in the decision making process.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
8. When purchasing items like a chocolate bar, bread etc. (Low involvement goods), CSR
activities play a role in the decision making process.
1. Strongly disagree
2.Disagree
3.Undecided
2
4.Agree
5.Strongly agree
Brand Building Through Corporate Social Responsibility: A Comparative Study
9. I consider myself to be loyal to brands that practice CSR activities.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
4.Agree
5.Strongly agree
10. A brand with strong CSR would be my first choice.
1. Strongly disagree
2.Disagree
3.Undecided
11. CSR activities raise the profile of a brand in consumer’s minds.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
12. I will not buy other brands if a similar brand, which is associated with CSR activities,
is available.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
4.Agree
5.Strongly agree
13. I can identify brands with strong CSR activities.
1. Strongly disagree
2.Disagree
3.Undecided
14. I can distinguish brands with CSR activities from other competing brands.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
15. I am aware of which brands implement CSR policies.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
16. I can quickly recall the symbol or logo of brands that practice CSR.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
17. Company adopts proper waste management techniques to help conserve nature and natural
resources.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
18. Company respect ethics and implements the ethical standards and follow the laws while
execution of its business operations.
1. Strongly disagree
2.Disagree
3.Undecided
3
4.Agree
5.Strongly agree
Brand Building Through Corporate Social Responsibility: A Comparative Study
19. If another two brands are exactly the same, it seems smarter to purchase the brand that
practices CSR.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
20. CSR activities increase the level of trust you have in a brand.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
21. I view companies that practice good CSR in a more positive manner.
1. Strongly disagree
2.Disagree
3.Undecided
4.Agree
5.Strongly agree
22. Rank these business considerations in order of importance (1 being most important, 4
being least important).
Legal responsibility
Economic responsibility Ethical responsibility
4
Philanthropic responsibility
Brand Building Through Corporate Social Responsibility: A Comparative Study
Instrument 2: Executives’Questionnaire
Corporate Social Responsibility and its impact on Brand equity
Part I: Socio-Demographic Information
Introduction:
This survey is part of study of the ways in which companies of the corporate world in Indore
Region conceive their role in practicing CSR and the way in which this can help them to improve
their competitive position and Brand building.
The information provided will remain confidential and used only for purposes of academic
research. The name of your company will not be disclosed within the final report of this research
project. I will be happy to share the findings of the study with you.
Directions: For the following, please tick only one response for each item.
Company information:
1. Which of the following best describes your position in the company?
1.
2.
3.
4.
5.
6.
7.
Owner
CEO
President
CFO
Principal
Partner
Senior Management
2. What is the highest degree of education you have completed?
1.
2.
3.
4.
5.
High school or equivalent
Vocational/technical school (2 year)
Bachelor’s degree
Master’s degree
Doctoral degree
3. Number of employees in your firm?
1.
2.
3.
4.
5.
6.
1-5
5-10
10-50
50-100
100-250
More than 250.
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Brand Building Through Corporate Social Responsibility: A Comparative Study
4. Which best describes the type of industry of your company?
1. Retail
2. Services
3. Manufacturing
4. Wholesale
5. Agriculture based
5. What is the age of your firm?
1. 5 years or less
2. 5-10 years
3. 10-15
4. 15-20
5. 20 years or more
6. What type of business structure is your company registered as?
1. Sole Proprietorship
2. Cooperative society
3. Private Ltd. Co.
4. Public Ltd. Co.
5. Partnership firm
Part II: Level of firm participation in Community
1. Does your company undertake CSR activities in areas such as education, culture, sports,
housing, health, poverty, etc.?
1. Yes
2. No
2. What percent (percentage) of sales does the company invest in CSR or community
programs?
1. 0
2. 0-01-1
3. 1-2
4. 2-5
5. >5
3. If you answered NO to question 2 above, do you believe that your company will
participate in one of these areas of social and community interest in the near future?
1. Yes
2. No
Part III
Instructions for next set of questions:
Of the following possible objectives for undertaking CSR programs, please indicate to what
degree these objectives are important to your company. Please provide the opinion related to
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Brand Building Through Corporate Social Responsibility: A Comparative Study
your company (5 being highest degree of agreement and 1 being lowest degree of agreement).
(21 questions for Part III).
Number
Question
None
Little
Some
Much
Very much
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
1
2
3
4
5
8. Develop new products or services
that are environmentally friendly
1
2
3
4
5
9. Fulfill our social responsibility
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1. Influence our customer’s buying
decisions
2. Develop new businesses with
social objectives
3. Improve employee commitment
to the company
4. Improve the company’s public
image in society or in media
5. Obtain new customers
6. Fulfill legal requirements
7. Increase short-term profitability
10. Follow the usual practice in our
industry
11. Create and enter in new markets
12. Obtain favorable tax treatment
13. How developed is your
company’s plan to participate in
social projects?
14. How much company time may
employees use each month for
community programs?
15. Compared to other companies in
the industry, how do your firm’s
expenditures on social programs
compare?
16. We scan the social environment
in order to promote our firm's
compliance with social
expectations.
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Brand Building Through Corporate Social Responsibility: A Comparative Study
17. We track the development of
legislation/regulation in order to
have corporate compliance
mechanisms in place by the time
legislation is enacted.
1
2
3
4
5
How important are the following social objectives to your firm’s business mission?
Number
Question
18. Create employment
19. Collaborate with the community
in activities of mutual interest
20. Preserve the natural environment
21. Help with social causes
None
Little
Some
Much
Very much
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
Part IV: Stakeholders and CSR
Instructions: Please indicate your level of agreement or disagreement of the following
statements:
Number
Question
22. The fulfillment of social
objectives is necessary in order to
achieve the company’s economic
objectives
23. The management believes and
values monitoring new
opportunities which can enhance
the company’s abilities to solve
social problems.
24. The management believes &
strategic long-term importance of
participation in CSR to get brand
trust.
None
Little
Some
Much
Very much
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
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Brand Building Through Corporate Social Responsibility: A Comparative Study
25. The corporation believes in
performing in a manner consistent
with the philanthropic and
charitable expectations of society to
reach improved image.
26. The company’s philosophy
emphasizes viewing philanthropic
behavior as a useful measure of
corporate performance.
1
2
3
4
5
1
2
3
4
5
27. Nonprofit organizations (NPOs)
are highly salient to our
1
2
3
4
5
organization.
28. NPOs receive a high degree of
time and attention from our top
1
2
3
4
5
management team.
29. Satisfying the claims of NPOs is
important to our management
1
2
3
4
5
team.
30. The employees are highly salient
1
2
3
4
5
to our organization.
31. Employees receive a high degree
of time and attention from our top
1
2
3
4
5
management team.
32. Satisfying the claims of our
employees is important to our
1
2
3
4
5
management team.
33. The government is highly salient
1
2
3
4
5
to our organization.
34. The government receives a high
degree of time and attention from
1
2
3
4
5
our top management team.
35. Satisfying the claims of the
government is important to our
1
2
3
4
5
management team.
Compared to other firms in your industry, please rate your firm’s ability to interact with a
wide variety of stakeholders, especially those with noneconomic goals:
Number Question
36. Ability to collaborate with
stakeholders to find solutions to
social problems.
None
Little
Some
Much
Very much
1
2
3
4
5
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Brand Building Through Corporate Social Responsibility: A Comparative Study
37. Ability to explain the company’s
point of view to communities and
interest groups.
1
2
3
4
5
38. Ability to steer new
developments effectively through
public consultation processes.
1
2
3
4
5
39. Ability to spot opportunities
amidst changes in social
expectations and regulations.
1
2
3
4
5
40. Ability to innovate and
continuously improve operations
while improving social impacts.
1
2
3
4
5
None
Little
Some
Much
Very much
1
2
3
4
5
Firm Reputation
41. Please indicate the importance
that you think social programs
developed by your company have or
would have on the company’s
reputation with customers?
Thanks for your valuable time & Co-operation.
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Brand Building Through Corporate Social Responsibility: A Comparative Study
Seeking Permission to use your Research Instrument
Abdul Alim
alim1abdul@gmail.com
6/26/15
to cnoelimits
Dear Dr. Christopher A. Noe Sir,
Warm Greetings.
With due respect, I wish to state that I am a Research scholar of DAVV University, Indore, India.
Undergoing my Ph.D with title "Brand building through CSR: A comparative Study".
In reference to your 2014 research study entitled: Strategic CSR and Value Creation within Small
and Medium U.S. Enterprises (2014), Ph.D work. I am seeking to apply a similar approach that
you adopted in your study. I wish to seek your kind permission to use your instrument for study
and analysis in my Ph.D work.
I thank you in advance as I found your Ph.D study to be a tremendous help in my studies. I am
thinking to incorporate some similar questions and to build upon your approach to examine the
aspects of CSR & its impact on Brand value.
I thank you Dr. Noe and I look forward to your kind and immediate response.
Thanking you,
With Best Regards,
Prof. Abdul Alim Khan (09827793969)
M.Sc, MBA, MDP-IIM (B), FDPM-IIM (I), Ph.D (Applied)
CH Institute of Management & Commerce, Indore (MP)
India
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Brand Building Through Corporate Social Responsibility: A Comparative Study
Christopher Noe
cnoelimits@gmail.com
6/28/15
to me
Hello Professor Khan:
I am happy to offer you my survey instrument for your adaptation and adoption. I wish you well in
your research and I have also attached my entire dissertation. I would also love to learn of your
results upon its completion and analysis. Your study looks very interesting. I wish you well on it!
Enjoy your PhD journey!!!
My best,
Christopher A. Noe, MBA, PhD
Founder & CEO
CNoeLimits, LLC
Nonprofit & Social Enterprise Advisor
LinkedIn: www.linkedin.com/in/christophernoe/
E-mail: cnoelimits@gmail.com
Phone: 561.843.9003 (mobile)
Seeking Permission to use your Research Instrument
Abdul Alim
alim1abdul@gmail.com
6/26/15
to bryanhusted
Dear Dr. Husted Sir & Dr. Allen Sir,
Warm Greetings.
With due respect, I wish to state that I am a Research scholar of DAVV University, Indore, India.
Undergoing my Ph.D with title "Brand building through CSR: A comparative Study".
In reference to your 2009 article entitled: 'Strategic Corporate Social Responsibility and Value
Creation, A Study of Multinational Enterprises in Mexico', from the Management International
Review journal, (2009). I am seeking to apply a similar approach that you and Professor Allen
12
Brand Building Through Corporate Social Responsibility: A Comparative Study
conducted in your study. I wish to seek your kind permission to use your instrument for study
and analysis in my Ph.D work.
I thank you in advance as I found your article on this topic to be a tremendous help in my studies.
I am thinking to incorporate some similar questions and to build upon your approach to examine
the aspects of CSR impact on Brand value.
I thank you Dr. Husted and Dr. Allen and I look forward to your immediate and kind response.
Thanking you,
With Best Regards,
Prof. Abdul Alim Khan (09827793969)
M.Sc, MBA, MDP-IIM (B), FDPM-IIM (I), Ph.D (Applied)
CH Institute of Management & Commerce, Indore (MP)
India
Bryan Husted
hustedbryan@gmail.com
6/30/15
to me
Dear Professor Khan,
Thank you for your message and interest in the survey instrument described in the 2009 article. You
certainly have my permission to use it. However, you may want to check with Management International
Review as they hold the copyright to the article.
Take care.
Bryan Husted
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Brand Building Through Corporate Social Responsibility: A Comparative Study
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Brand Building Through Corporate Social Responsibility: A Comparative Study
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Brand Building Through Corporate Social Responsibility: A Comparative Study
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