IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON THE CORPORATE BRAND OF SMALL AND MEDIUM-SIZED SERVICE BUSINESSES IN CAN THO CITY

The study was conducted with the aim of evaluating the impact of corporate social responsibility on the brand image of small and medium-sized enterprises operating in the city of Can Tho. The research found a positive relationship between the components of social responsibility and the brand image of businesses in Can Tho. Social responsibility was measured by four components: economic responsibility, ethical responsibility, philanthropic responsibility, and legal responsibility. The regression model showed that all four components of social responsibility, including (1) legal responsibility, (2) ethical responsibility, (3) philanthropic responsibility, and (4) economic responsibility, had a positive impact on the brand image of businesses in Can Tho. Specifically, legal responsibility had the strongest impact on brand image, followed by ethical responsibility and finally economic responsibility.