Cultural Fit of CSR Campaigns and its Impact on Brand Image of Global Companies among Consumers: Evidenced from a First-Class Municipality in the Philippines

Abstract

Corporate Social Responsibility (CSR) plays an increasingly important role in shaping how global companies are perceived by local communities. This study examined the cultural fit of CSR campaigns and its impact on the brand image of global companies among consumers in Guiguinto, Bulacan. Using a quantitative descriptive-correlational design, data were collected from 100 residents through a structured survey. The study measured perceptions of cultural alignment, CSR authenticity, and brand image in terms of trust, reputation, and perceived sincerity. Results indicate that CSR campaigns are generally seen as culturally relevant, aligned with community needs, and visible within the locality. Respondents associated culturally sensitive CSR efforts with higher brand trust, stronger reputation, and greater perceived sincerity. Pearson correlation analysis (r = 0.738) confirmed a strong positive relationship between cultural fit and brand image, suggesting that local relevance significantly enhances consumer perceptions of global brands. While the study successfully identified patterns linking CSR cultural fit to brand image, it was limited to a single municipality and did not include longitudinal tracking of consumer behavior. Future research may expand to other regions, investigate long-term effects on brand loyalty, and explore strategies for integrating cultural values into CSR campaigns. The findings provide practical insights for global companies seeking to improve consumer engagement and brand perception through culturally informed CSR initiatives.