THE MARKETING IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON THE FORMATION OF A COMPANY’S IMAGE

Abstract

The article explores the marketing impact of Corporate Social Responsibility (CSR) on the formation of a company’s image, emphasizing its growing importance in times of socio-economic instability and wartime challenges. It is argued that CSR has evolved from being viewed mainly as an ethical duty of business to society into a strategic marketing tool that directly shapes corporate reputation. By integrating CSR into brand strategies, companies strengthen long-term trust, create emotional associations, and reinforce loyalty among both external stakeholders (consumers, partners, communities) and internal stakeholders (employees and corporate culture). The study generalizes theoretical approaches to CSR in brand management and highlights its dual impact. At the external level, CSR enhances the perception of companies as reliable and socially responsible, builds trust and long-term relations with customers, and supports differentiation in competitive markets. At the internal level, CSR contributes to forming the image of an attractive employer, increases employee loyalty, improves organizational climate, and strengthens corporate identity. This multidimensional influence shows CSR as a key driver of sustainable reputation building. Based on case studies of Ukrainian companies such as «Nova Poshta», MHP, and «Foxtrot», the article demonstrates how diverse CSR initiatives – including support for the army and veterans, inclusive services for people with disabilities, and community development projects – significantly reinforce brand image. In wartime conditions, such initiatives not only mitigate reputational risks but also provide competitive advantages by aligning corporate values with social expectations. The findings prove that CSR projects generate long-term intangible assets such as reputational capital, consumer trust, and loyalty. Moreover, their integration into marketing communications – through advertising, public reports, media coverage, storytelling, and social networks – ensures broad resonance and visibility. Consequently, CSR becomes an integral part of marketing strategy and a decisive factor in building sustainable, differentiated, and socially valued brand images in both national and international markets.