Impact of corporate social responsibility on brand equity at Citibank N.A. Bangladesh

Abstract

This report is based on “Impact of Corporate Social Responsibility on brand equity in context of Citibank, N.A., Bangladesh”. Previous studies have already shown positive relationship between Corporate Social Responsibility and brand equity. But this cannot be generalized for all the organization or industry that is why this research has been conducted. This research has tried to find to out whether Corporate Social Responsibility, competitive advantages of CSR has any impact on brand equity of Citibank N.A. or not. The report has mainly concentrated on Corporate Social Responsibility as independent variable and brand equity as dependent variable. As the Corporate Affairs Department of Citibank N.A. has limited employee, so it was not possible to take any survey. For this reason this report is prepared on many article researches and as a primary source of information it took interview from Ms. Farah Rahman. It also show some comparison between others MNC’s banks like- SCB and HSBC. At the end of this research it was found that there is a significant relationship between Citi’s Corporate Social Responsibility and Brand Equity and band image of Citibank N.A. is depended on CSR activities.