ABSTRACT
Companies are becoming increasingly interested in associating their brand with corporate social responsibility (CSR) principles. Increased competition in markets has saturated the possibility of brand differentiation based on traditional attributes such as price and quality. A significant number of researchers consider that CSR actions and programmes can be a source of sustainable competitive advantage for companies and their brands, as they improve the proposed value offered to the consumer. The chapter provides powerful reasons for brand managers to address the construction of brand identity characterised by innovative CSR associations, especially among those interested in obtaining more positive relational consequences of their marketing and branding strategies. It differentiates between cognitive and affective satisfaction to provide more in-depth information on the impact of company CSR initiatives on consumer satisfaction. The chapter identifies the managerial and academic implications of the findings, the main limitations of the study, and some possible lines for further research.
