THE RELATIONSHIP ON CONSUMER PERCEPTION ABOUT CORPORATE SOCIAL RESPONSIBILITY ？NITIATIVES AND BRAND ATTITUDE: AN APPL？CAT？ON RESEARCH

The issue of Corporate Social Responsibility is one of the topics increasingly prevalent and meticulously addressed by businesses and consumers. The relationship about consumer perceptions about corporate social responsibility initiatives and brand attitude is investigated in the study. In the research, perceptions of consumers about corporate social responsibility initiatives have been examined in four dimensions as being egoistic-driven, values-driven, strategic-driven and stakeholder-driven. According to research results the consumer attitude is mostly affected by the stakeholder-driven initiatives. Later, respectively, values-driven, strategic-driven and egoist-driven initiatives come. Consumers perceive firms' corporate social responsibility practices as more stakeholder-driven, and this perception has a significant impact on their attitude. There is also a significant relationship between three other perceptual motives and brand attitude