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https://doi.org/10.15655/mw/2019/v10i2/49638
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Branding Corporate Social Responsibility: A Case Study on Public-Listed Telecommunication Companies in Malaysia
[journal article]
Abstract Corporate social responsibility (CSR) is a pillar for any organization to portray the positive reputation of the organization to the public. The image and commitment of CSR initiatives reflect the corporate brand of the organization. This study aims to have a better understanding of brand and CSR fr... view more
Corporate social responsibility (CSR) is a pillar for any organization to portray the positive reputation of the organization to the public. The image and commitment of CSR initiatives reflect the corporate brand of the organization. This study aims to have a better understanding of brand and CSR from the role of public relations practitioner involving two telecommunication companies namely Maxis Berhad and Axiata group which are public-listed companies in Malaysia. A qualitative in-depth interview was carried out with both public relations senior practitioners. Findings indicated that public relations practitioners from both telecommunication companies have a common understanding of branding CSR within the respective company. Despite, the differences in the basis of branding CSR, it is also found that CSR plays an important role to strengthen the corporate brand.... view less
Classification
Advertising, Public Relations
Free Keywords
Corporate social responsibility; corporate brand; public relations; Axiata group; Maxis Berhad; public-listed companies
Document language
English
Publication Year
2019
Page/Pages
p. 432-444
Journal
Media Watch, 10 (2019) 2
ISSN
0976-0911
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0