The Role of Corporate Social Responsibility (CSR) in Enhancing Brand Image: A Comparative Study in the Indonesian and Kazakhstani Markets

Gerardine Doyle
Claire Gubbins
Siobhan McHale

Proceeding of The International Conference on Management, Entrepreneurship, and Business
Vol. 1 No. 1 (2024): June : Proceeding of the International Conference on Management, Entrepreneursh

Corporate Social Responsibility (CSR) has become an essential strategy for building a positive brand image and fostering customer trust. This study compares the role of CSR in enhancing brand image within Indonesian and Kazakhstani markets, focusing on sectors with high consumer visibility. Through a survey of consumers and interviews with CSR managers, the research identifies key CSR activities that resonate with each market's audience. The study concludes that culturally tailored CSR initiatives can significantly enhance brand perception, suggesting that firms should adapt their CSR strategies to align with local values and consumer expectations.