THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY POLICIES ON THE CORPORATE BRANDS IN HO CHI MINH CITY

Abstract

This research was conducted to analyze the influence of Corporate Social Responsibility (CSR) policies on corporate brands in Ho Chi Minh City and identify influencing factors as well as their weights. The results are used for suggesting solutions to develop brands of businesses in Ho Chi Minh City. The qualitative and quantitative research methods were used to survey 245 people with 26 observed variables in order to determine factors affecting brands of businesses in Ho Chi Minh City. The results showed that five factors: economic responsibility, legal responsibility, ethical responsibility, responsibility for charity, and environmental responsibility influence corporate brands in Ho Chi Minh City.