Corporate social responsibility as a strategy for enhancing brand value : a study of Pep Store, Alice town, South Africa

Abstract

This study examined the use of Corporate Social Responsibility (CSR) as a strategy for enhancing brand value. The researcher studied the CSR of a South African retail store (Pep stores) in Alice town. Qualitative research methods, namely, interviews and focus groups were used to gather data for the analysis. The researcher interviewed 2 managers, each from each store and had 2 focus groups for customers from each store since they are two Pep stores in Alice. The Stakeholder theory and Corporate social performance theory were used to analyse the research findings. The findings of the study point that CSR can be used to enhance an organisation’s brand value and increase its sales.