The Impact of Corporate Social Responsibility on Brand Perception: A Study on the Food and Beverage Sector in Turkey

The aim of this study is to investigate the effects of corporate social responsibility strategies on brand perception within the food and beverage sector in Turkey. The population of this study consists of consumers in Turkey. 385 people participated in this study and the convenience sampling method was used. A survey was conducted for this research. The relationships between CSR dimensions and Brand Perception dimensions were examined using correlation and regression analyses. According to the correlation analysis results, there is a positive and statistically significant relationship between “brand loyalty” and “legal and moral social responsibility” “brand loyalty” and “economic social responsibility”. Regression analysis results on the other hand showed that the “economic social responsibility” sub-dimension has a positive and statistically significant effect on “brand awareness” and “brand loyalty” sub-dimensions. The “corporate communication” sub-dimension has a positive and statistically significant effect on “brand loyalty” sub-dimension and “Common sense social responsibility” sub-dimension also has a positive and statistically significant effect on “brand loyalty” sub-dimension of the brand perception. However, it has been found that none of the CSR image dimensions have a statistically significant effect on perceived quality. In other words, while CSR activities increase customer loyalty and brand recognition, they do not have an impact on customers’ perception of quality.

საკვანძო სიტყვები: CSR, Brand, Food and Beverage Industry, Türkiye

JEL: M31; M11; L66

DOI: 10.52244/c.2024.11.12

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