CORPORATE SOC？AL RESPONS？B？LTY: THE CASE OF VESTEL

Technological advancements and increased competition have forced firms to find innovative means in differentiating themselves. In doing so they are not just focused on sales of their products and services, but also taking into account corporate social responsibility as a quality sought after by potential customers. This study looks at corporate social responsibility in theory and in practice utilizing the results of two separate research undertakings to determine the effect of corporate social responsibility. The studies aimed to determine the perception of consumers of corporate social responsibility as well as the affect on branding. The research looks at a nationally recognized brand in Turkey, Vestel, a leader in the White goods market, which currently undertakes several corporate social responsibility Works. The aim of the research was two fold; to ascertain the general perception of consumers regarding corporate social responsibility as a whole, and to gather information on the affect on consumers relating directly to the corporate social responsiblitiy activities undertaken by Vestel. The survey used for the purposes of this study was prepared by Schuyt et.al. utilizing eight topcial questions, and distributed for use by Ay and Ercen. ？n both studies qualitative and quantitative indicators were taken. The 5 point Likert scale was used to measure qualitative data regarding the reception of the philanthropic activities of Vestel