CORPORATE SOCIAL RESPONSIBILITY AND BRAND IDENTITY INTEGRATION IN MULTINATIONAL CONTEXTS
Abstract
The present article explores how corporate social responsibility (CSR) functions as a strategic component of corporate brand identity (CBI) in multinational enterprises (MNEs). The study adopts a conceptual methodology grounded in interdisciplinary analysis, combining perspectives from branding, organizational theory, and international business. A three-dimensional framework is proposed, integrating stakeholder engagement, institutional alignment, and network co-enactment across value chains. Special attention is given to how those pillars interact in multinational environments and contribute to building both internal coherence and external legitimacy. The article offers practical value by providing a strategic framework for CSR-based brand identity management in complex global environments.
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