Exploring the relationship between philanthropic corporate social responsibility, and brand image perceptions of generation Z in the South African context.

Abstract

CSR has been defined in various ways in various contexts because brands are becoming more aware of their impact on society, and so are individuals. There is a heightened awareness of the environment and society which is driving people to be more conscious of the things they do, products they buy and brand that they affiliate with. Therefore, it is important to integrate corporate social responsibility into business practices but more specifically, philanthropic corporate social responsibility.The purpose of this study is to explore and explain the relationship between philanthropic corporate social responsibility (PCSR) and the brand image perceptions of generation Z in South Africa in order to further understand the role that PCSR plays in the mind of the consumer when they consider different brands. The research question is “What is the relationship between philanthropic corporate social responsibility and brand image perceptions of generation Z?” Findings derived from this study suggested that the relationship is positive and strongly associated to emotions and one’s sense of self. Additionally, it can be assumed that a brand that makes a consumer feel good about themselves will ultimately be perceived more positively by that consumer. This study was conducted on a micro-scale and should be expanded for increased validity as it will expand the literature within the branding and marketing spheres.