Effect of corporate social responsibility on brand value

Corporate social responsibility has become the greater field of importance in the business industries of the global business world that helps to make the business not only recognizable but also supports to earn the brand value for the firm. Company’s brand value is the attracting point for the internal and the external stakeholders of the company, most importantly customers and the shareholders of the company. The tourism industry has to perform its corporate social responsibility like the protection of the environment, use of the renewable source of energy, waste management created by the company, ethical consideration, and the labor issues in the company. The effort of the TUI Travel PLC for the reduction and the management of the waste made by the company stops creating negative effects on the company. Similarly, it delivers the positive message in the company about the organizational activities. Adopting and performing the corporate social responsibility is the way of influencing the peoples of the society. Further, the corporate social responsibility of the TUI Travel means creating the positive environment that reduces the possibilities of the harm for the people and the society. Strengthening the strong bond to the people and the community and creating an environment for the business sustainability of the company. TUI become the first choice of the larger numbers of the customers is a result of its attempt of the corporate social responsibility. With the use of the multi-channel distribution by the company, it has made easier to provide the customer service to the larger numbers of the customers of TUI. Similarly, the offer provided by the company as different types of the packages has helped to hold the loyal customers. The company strictly follows the ethical issues the human rights issues that are a part of the corporate social responsibility. It helps to reflect the positive message the people and the society and helps to create the brand value of the company. TUI Travel was shortlisted for holding the ‘Best CSHR Strategy’ in the year 2014 by HR Excellence Award. The great and the sustainable holiday’s plans made by the company for its customers helps to develop the positive attitudes and behaviors of the customer to the company. Excellent human resource management, customer service, social responsibility are the leading factors of for creating the brand value of the company.