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

Abstract

The article examines corporate social responsibility (CSR) as an effective tool for shaping a positive company image under conditions of socio-economic instability. It is shown that CSR goes beyond the ethical obligations of business and is integrated into marketing and strategic management activities, influencing both the external environment and the internal operations of the company. Special attention is given to the role of CSR in crisis situations, particularly during wartime, when socially responsible activities become a factor in strengthening reputation and competitive advantages. The implementation of socially responsible initiatives contributes to building trust among consumers and partners, fostering customer loyalty, and enhancing corporate culture. In addition, CSR supports investment attraction, innovation development, and increases the company's market resilience. The realization of socially responsible programs strengthens stakeholder engagement, ensures operational transparency, and raises overall public awareness of the company. Systematic CSR implementation enables enterprises to effectively respond to social challenges and adapt to changes in the market environment. Moreover, companies actively engaging in CSR demonstrate higher attractiveness to highly qualified professionals, contributing to the strengthening of human capital. Therefore, the strategic integration of CSR into company activities is a key factor in ensuring sustainable development, competitiveness, and innovative potential. Furthermore, CSR initiatives help companies build long-term relationships with local communities and governmental organizations, fostering a supportive business environment. Effective communication of CSR activities through media and digital platforms enhances the visibility and credibility of the company. Ultimately, a well-implemented CSR strategy not only strengthens the company’s market position but also contributes to broader societal and environmental well-being.