The Effects of Corporate Social Responsibility (CSR) on Corporate Reputation and Brand Value: a Case Study of Dana Insurance Company Customers in Arak

With regard to the inevitable globalization process of production and industry, manufacturers are forced to modify conventional methods, change their perspective and adopt a new approach in their production policies. Other than its financial objectives, this approach maintains the long-term interests of the society and preserves natural resources with proper methods. The main focuses of these policies are customer and maintaining the interests of the society and the environment. Social responsibility is the result of this perspective which is considered by modern organizations as a sensitive issue. To show clarity and accountability to their stakeholders for their actions, excelled and accountable organizations should express their commitment to social responsibility via their values and ensure that they are followed throughout the organization. This research seeks to determine the effects of CSR on corporate reputation and brand value. Five hypotheses are formulated for this purpose. In this regard, after having introduced the general framework, research data is gathered using field and desk methods. This is a descriptive field study. A 26-item question questionnaire was designed and distributed among the population for field data collection. The population included all the customers of Dana Insurance in Arak. Afterwards, the data was analyzed using student’s t-test in LISREL and two hypotheses were rejected. Some recommendations are also presented after result analysis.

کلیدواژه ها:

Corporate social responsibility ، Corporate Reputation ، Customer satisfaction ، Brand value ، Dana Insurance