Abstract:
The objective of this research is to identify what sort of impacts that the
Corporate Social Responsibility (CSR) initiatives of Unilever Sri Lanka in the Northern
and Eastern provinces on its Brand Equity by using a portrayed conceptual model. The
variables Corporate Social Responsibility as independent variable and Brand Equity as
dependent variable in the conceptual model were taken.
The data were collected using a questionnaire survey of 100 respondents
inclusive of shareholders, women and employees with different background in the
Northern and Eastern Province. The sample was 70 percent customers, 15 percent
shareholders, 14 percent employees and 1 percent marketing consultant. The sampling
method was random sampling in which it was taken the systematic sampling. The
researchers conducted descriptive statistics, a factor analysis and correlation and
regression modeling using SPSS 16.0 software package for the purpose of analyzing the
data collected. The results of this research showed that the continuous and higher the
investments on CSR initiatives enabled the organization to build their brand equity in
the Northern and Eastern Province. In the perspective of shareholders in relation to the
CSR initiatives of Unilever Sri Lanka, the CSR definitely would create a good
community relation. Subsequently, it would derive in getting continuous investment, as
the results of which, it would help increase the brand equity of the company. In the
scenario of women, Unilever Sri Lanka has made a tremendous contribution to the
entrepreneurship of women, and their career as well, and the entrepreneurs also have got
the positive perception, as a results of which, the company could be able to change the
attitude of the women. Subsequently, they could become as a powerful advocates. In the
scenario of employees, proper trainings were given in the field of CSR.
