I need 2500 words on a dissertation research proposal “Leadership styles and it’s effects on employee output in SME’s in Ireland”

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Impact of Corporate Social Responsibility practices on Brand Image of Fast Food Organisations  

 Table of Contents 

1. Introduction 4

1.1 Research Background 4

1.2 Problem Statement 5

1.3 Significance of the research 5

2. Literature Review 6

2.1 Introduction 6

2.2 Importance of CSR practice to organisations in fast food industry 6

2.3 Various CSR practices and approaches followed by fast food organisations 7

2.4 Analysing the impact of CSR on fast food organisations brand image 8

2.5 Research Gap 8

2.6 Conceptual Framework 9

2.7 Summary 10

3. Research Questions 10

3.1 Sub Research Questions 10

4. Research Methodology 10

4.1 Research Paradigm 10

4.2 Data Collection Method 11

4.3 Sampling 12

4.4 Data Analysis 12

4.5 Pilot study 13

4.6 Ethical Consideration 13

References 15

1. Introduction

1.1 Research Background

Corporate social responsibility strategies are used by organisations in the local and global market to gain customers and create a positive impact on their behaviour. It has been identified that socially debatable actions performed by the organisation increases their brand awareness and improves their image depending on the outcome of the action (Popolli, 2011). CSR practices and the communication established by the activities create a positive relationship with the brand. Effective CSR practices displays corporate heritage of the organisation creating a positive relationship between CSR and brand image of the organisation (Blombäck and Scandelius, 2013). This reveals that CSR practices followed by the organisation play an important role in improving brand image and awareness among the customers. However, the outcome of the practice has the said impact of the customers. Negative results and poor approach affects brand image of the organisation.

Fast food consumption in Ireland has been increasing in the recent years. Ireland ranks No.11 in fast food consumption on a global scale. Irish people consume fast food at a considerable amount spending €264 per individual on takeaway and fast food chains. This has seen a healthy growth in the country leading to increase in number of fast food players. Fast food chains such as Burger King and McDonalds are taking initiatives to purchase from local suppliers improving performance (Kelleher, 2018). The high rent on physical stores and increasing competition does not stop new fast food organisations or existing players from opening new branches and restaurants in the region. Dublin is the most competitive region with increased players, however, organisation’s such as Leon projecting their unique brand appearance to attract customers (TheJournal.ie, 2018). This indicated that Ireland has positive growth opportunities for fast food organisations. It was also highlighted that fast food chains are in a stiff competition in market hence, organisations are focused on displaying their brand uniqueness in meeting customers’ expectation and attraction level.

Ireland is considered as a fast food nation with the increase in populations’ consumption of processed meals and burgers. The quick bites have altered the food consumption rate of the people affecting their healthy food consumption habits. Organisations are questioned about the transparency of dishes and ingredients by the customers in order to ensure its quality (Flanagan, 2016). Customers are also concerned with the environmental impact of the organisation on the surrounding. Carbon footprint released by the organisation and the utilisation of locally sourced food creates a strong impact on the customers (Euromonitor International, 2018). The study revealed that increased fast food consumptions has changed the lifestyle of individuals. This is resulted in increasing demand for maintaining transparency in their business operation. It was also identified that customers are concerned with the environmental impact of the organisation.

1.2 Problem Statement

Fast food organisations and takeaway are gaining positive importance among the customers and this has contributed to the unsustainable lifestyle of individuals. However, fast food organisations have a challenging phase in managing sustainability in their business operation. The amount of waste generated from fast food organisations in terms of packaging and use of excessive plastics creates a negative impact on the environment questioning customers’ commitment with the organisation (O'Sullivan and Digby, 2018). Fast food chains have both internal and external hurdles that affect their business operation in the region. Lack of staffs, increasing competition and need to create a unique brand image increases the toughness in their survival rate in the organisation (TheJournal.ie, 2018). Millennial distrust in an organisation affects growth possibilities of the organisation. For instance, Coco-Cola and McDonald’s had been affected in their sales volumes due to their brand problem and poor attraction towards millennial population (Jankowska, 2015). From the study it is evident that fast food organisations are working on a competitive platform. There business growth and sustainability depends on their brand performance. Millennial distrust, sustainability practice and need to establish a unique brand image has become stressful and challenging for organisations. The research will focus on various CSR strategies that are possibly followed by organisations to create a positive impact on the environment and their brand image to increase sales and performance of the organisation in the region.

1.3 Significance of the research

The aim of the research is to study the impact of corporate social responsibility practice on brand image of fast food organisations in Ireland.

The research will provide guidance and understanding to various researchers about CSR practices that could benefit organisations in an elaborate context and discussion. The research context would highlight the impact of CSR practices on fact food organisations brand image. This will improve understanding of the subject. The data for the research will be collected in accordance with the impact on organisations in fast food industry, thus it will be effective for any organisations in fast food sector and cannot be used by other sectors. The findings from the research will fill the gaps in the literature answering research question.

2. Literature Review

2.1 Introduction

The research focuses on analysing the impact on CSR practices of fast food organisations in Ireland. In order to gain a better understanding of the corporate social responsibilities practices that are carried out in organisations, the literature section shall provide a detailed understanding of various contexts related to CSR importance and impact on an organisation. Besides, various approaches that are carried out by organisation will also be discussed in this chapter.

2.2 Importance of CSR practice to organisations in fast food industry

Organisations have attracted larger volume of customers towards their brand in national and international marketing by establishing a strong trusted relationship with the customers. CSR practices are not business ethics but have a vital role in improve brand image and recognition among the customers (Rambe and Ndofirepi, 2017). Corporate social responsibility practices followed by organisations play an important role in influencing customers’ attitude and perception towards a fast food restaurant in the region. CSR practice has both positive and negative influence on the customers in the region (Ye, Cronin and Peloza, 2014). Critically analysing the above literature it is revealed that CSR practices followed in an organisation plays an important role in improving brand attraction. However, the impact of the practice is required to be positive in order to improve organisation performance in the region.

Fast food restaurant are capable of building their brand image through advertisement and attractive promotions. However, adoption of CSR practice creates a healthy and safe image of the organisation in the region (Wei and Huang, 2017). It was also identified that implementation of CSR practices alone cannot improve brand image among the millennial population. Effective CSR communication and meeting satisfaction level of customers improves performance (Harun, Prybutok and Prybutok, 2018). From the above literature it is revealed that CSR a positive CSR indicator provides a competitive edge to organisation. Hence, it is evident that CSR practices could improve operation performance.

2.3 Various CSR practices and approaches followed by fast food organisations

Organisations in fast food chain have taken initiative to use social connection approach to improve business operation. The main objective of using social connection is to influence business operation in environmental and social dimensions mitigating harm to the society (Schrempf, 2012). Morgan et al. (2016) identified that food quality initiatives, promoting healthy eating behaviour, animal welfare activities and policies, community activities to support local communities are the common CSR practices followed by the organisation such as McDonald's and KFC. The result of this study also reported that the CSR practices of the McDonald's are effective when compared to KFC's strategies. This shows that the fast food organisations started to give higher importance to perform CSR activities.

Organisations in fast food industry take up self proclaimed educator role in creating a positive impact on the society. Promoting health washing creates a green image of the organisation indicating the less risk to environment (Stan, 2017). Organisations involve in charitable and philanthropy activities to improve their image and brand awareness over a large volume of customer base (Parvez, 2017). Fast food restaurants apply food traceability system (FTS) in their organisation to improve customers purchase intention and brand image in the market. FTS improves CSR practices creating a healthy image on the food products (Wei and Huang, 2017). Organisations in fast food chain use CSR practices to improve animal welfare and community sponsorship to create a positive impact on the customers. This improves global attraction of the organisation (Montalbo, 2015). From the above literature it is revealed that organisations in fast food chain use various CSR practices to create a positive impact on their brand image. It is evident that the CSR practices followed by organisations are in the prospect on improving sales and performance in the region.

2.4 Analysing the impact of CSR on fast food organisations brand image

CSR practices implemented in fast food chains differ from other organisations. For instance the initiative taken by McDonald’s is different from that of its franchise. This approach involves improving health concern of the customers improving healthy menu choices (Montalbo, 2015). CSR operations carried out by fast food service organisation improve their success rate and increase their sales volume in the region. Organisations like McDonald’s implement CSR practices towards customers, employees and community to create a positive brand image (Gheribi, 2017). Morgan et al. (2016) also mentioned that the CSR practices of the fast food organisations have the potential to boost their brand image by satisfying the expectations of their customers. This study also identified that the healthy food offered by these organisations and their activities related to social involvement are the major factors creates positive opinion among the customers about these fast food organisations. Critically analysing the above literature it is evident that CSR practices followed by organisation has a strong impact on their image and growth in the market. However, it is essential that the practices followed by organisation influence both internal and external environment.

Quick service restaurants use genuine long term CSR practices to gain customers trust and satisfaction with the organisation’s service quality, menu and community service. CSR initiatives may not improve customer satisfaction scale however, it improve brand identity and trust (Swimberghe and Wooldridge, 2014). When customers believe in the genuine and sincere approach of organisations towards CSR activities they develop a positive attraction towards the organisation and improves company’s image. Vice versa affects brand image (Ban, 2016). From the above literature it is revealed that CSR practices that are carried out genuinely with long term commitment has a positive impact on the customers and improves their brand image in the region.

2.5 Research Gap

The research carried out by various researchers has revealed that CSR practices are being used as a tool by organisations to improve their performance and brand image. The literature has highlighted the importance and impact of CSR practices to an organisation with an elaborate explanation. This projects the basic idea of operation. It has also revealed that varies CSR approaches used by organisations to improve brand image of the organisation. However, the research limits with the application of CSR to improve performance the challenges and issues with the approach has not been detailed.

2.6 Conceptual Framework

The conceptual framework highlights the approaches that are used by organisations to reach customers and influence their brand image. The management uses CSR practices on internal and external environment in order to create a positive image on their organisation and improve sales and performance. The practices that are followed by organisations in fast food sector are listed below:

Figure: Conceptual Framework

Source: Author’s Work (2019) Adapted from the above study

This reveals that organisations use community service and self awareness strategies to reach customers and improve their brand image.

2.7 Summary

Fast food organisations use CSR practices to improve their performance and brand identity in an organisation. It has been revealed that organisations with positive CSR approach has positive impact while, poor practice results in vice versa. This has higher chance of affecting organisation performance. Organisations use various CSR practices such as community service and charitable program to improve society and healthy promotions to improve individual lifestyle in fast food sectors. This creates a positive impact on the organisation influencing their buying behaviour. The research also revealed that CSR practices that are sincerely applied by organisations are accepted by the customers and this alters their behaviour and attitude towards the brand.

3. Research Questions

✓ What is the impact of Corporate Social Responsibility practices followed by fast food industry organisation on their brand image?

3.1 Sub Research Questions

✓ What is the importance of considering CSR practices in a fast food organisation?

✓ What are CSR practices followed by fast food organisations?

✓ What is the relation between CSR practices and brand image of the organisations?

The above research questions have been proposed in the research in order to identify the impact of CSR practices on a fast food organisation. These questions serve as guidelines in understanding the importance of CSR practice to an organisation. This provides support to the literature section in gathering required information to support and contradict the real time research data in the later stage of the dissertation.

4. Research Methodology

4.1 Research Paradigm

4.1.1 Philosophy

Positivism philosophy believes in the existence of a single societal reality and moves through the research in a similar view. This philosophy revolves around facts and logic (Padilla-Díaz, 2015). Positivism philosophy shall be used in the research to identify the logic and scientific facts on CSR practices and its impact on brand image of fast food organisations. This method projects the presence of single societal reality through supportive analysis and deduction of the content gathered for the research. This method is suitable for analysing large volume of information. Phenomenology shall not be used in the research since the approach focuses on observations and human interests rather than facts.

4.1.2 Approach

Deductive method enables the researcher to deduction solutions and relationships between variables based on observations and assumptions (Thyer, 2010). Deductive approach will be used in the research to study the impact of CSR practice on brand image from the data collected. This approach supports in developing and testing hypothesis in order to project a casual relationship between CSR practices and brand image of organisations in fast food chains. This method is effective for managing large sources hence it is preferred in the research. Inductive approach shall not be considered since, the research does not require generation of theories.

4.2 Data Collection Method

Primary data collection method involves gathering information from real time sources based on their knowledge and experience. Required research information is obtained from experiments, interview and survey process (Loudon et al., 2012). Primary data collection method shall be used in the research to gather information from various respondents. Data for the research will be obtained from the customers of the fast food chains in Ireland. Data obtained from the customers will be used for in depth study and analysis. The selected research participants will be approached directly, over telephone and email depending on their convenience and preference. The survey is a voluntary process and the participants may call if off if the questions violate the privacy.

Survey research method provides effective and useful evident to improve research performance. The data collected from this technique improves reliability (Alexander et al., 2012). Survey technique will be used for gathering information from the participants. A closed end questionnaire will be designed and distributed to the research participants. The questionnaire will be designed in 5-likert scale format since it will reduce data collection time period. Secondary data collection method and sources will be used for gathering information and structuring the literature. Qualitative data collection method will not be used in the research since the study requires collection of larger volume of data. Collecting detailed perception of 50 or more customers using interviews will not be possible due to limited time consideration. Therefore interview method is suggested to this research as the data collection instrument.

4.3 Sampling

Purposive sampling is a technique used for identifying sample population possessing knowledge and related subject experience (Babbie, 2010). Purposive sampling technique will be used in the research to select sample population and the fast food chains that are to be approach in order to gain required information. The data for the research will be obtained from the customers of different fast food chains across Ireland. Fast food organisations are selected based on their popularity among the fast food consumers in the region. This will ensure reliability and validity of the data. The research will involve 100 sample respondents from various branches in the survey. Convenience sampling technique will not be used in the research since this approach selects samples based on their availability rather than their knowledge and experience in the subject.

4.4 Data Analysis

Quantitative research method is used for analysing large volume of survey information and it is effective in converting textual context into numerical form with the utilisation of statistical tools (Creswell, 2014). Quantitative research method will be used in the research to analyse the impact of CSR practices of fast food organisation on their brand image. This method is used since, it is effective in analysing large volume of information obtained from survey process. This method will use Microsoft excel to analyse the data obtained from the survey and projects the results in the form of charts and tables in order to gain a better understanding of CSR practices followed by fast food organisation. This method will use statistical tools for converting texts from the survey into numerical data simplifying analysis hence, this method will be used. Qualitative analysis will not be used in the research since the research will not involve interviews or observation process of data collection. Conducting interview with many customers will consume more time. Thus, the study will not involve the detailed perceptions of the customers. Therefore, quantitative method will be used to analyse survey results.

Descriptive method provides and elaborates interpretation on the research subject by identifying the significant relationship between dependent and independent variable in the research (Wrenn, Stevens and Loudon, 2013). Descriptive data analysis method shall be used in the research to study the relationship and significance between CSR practices and brand image of fast food organisations. Here, CSR practices are considered as independent variables and brand image is considered as dependent variable. Exploratory method will not be used in the research, since the study seeks to arrive at a solution and this method only identifies that cause and reason behind the phenomenon.

4.5 Pilot study

Pilot study is a small scale operation that is used in research methodology to determine accuracy and suitability of the research data (Bordens and Abbott, 2006). The research will use pilot study to determine the suitability of data utilisation in the research process. A well structured questionnaire will be distributed to the customer in order obtain required information. However, the questions will be subjected to modification in terms of poor understanding from the participants end.

4.6 Ethical Consideration

The research shall be conducted following all the ethical considerations set in the academic course work. The research will not involve social, political and cultural information creating a negative impact on the environment. The research participants will be provided with a consent form before participating in the survey. Personal identity of the participants and the organisation name will not be revealed in the research affecting organisation image. It will be guaranteed that the research results will not be exposed to third party and the information will be kept in a highly secure platform. It is assured that the research will be original work and free from copyrights issues. It is ensured that the research will be free from plagiarism and grammatical error at the max.

References

Alexander, R., Doddington, C., Gray, J., Hargreaves,, L. and Kershner, R. (2012). The Cambridge Primary Review Research Surveys. 1st ed. London: Routledge.

Babbie, E., (2010). The Practice of Social Research,12th ed. New York: Cengage Learning, p.530.

Ban, Z. (2016). Delineating responsibility, decisions and compromises: a frame analysis of the fast food industry’s online CSR communication. Journal of Applied Communication Research, 44(3), pp.296-315.

Blombäck, A. and Scandelius, C. (2013). Corporate heritage in CSR communication: a means to responsible brand image?. Corporate Communications: An International Journal, 18(3), pp.362-382.

Bordens, S. and Abbott, B, (2006). Research Design And Methods, 2nd edn., Vol. 41, New York: Tata McGraw-Hill, p.574.

Creswell, J. (2014). Research design. 1st ed. Thousand Oaks: Sage Publications.

Euromonitor International (2018). Fast Food in Ireland. [online] Euromonitor.com. Available at: https://www.euromonitor.com/fast-food-in-ireland/report [Accessed 24 Jan. 2019].

Flanagan, P. (2016). Most Irish people eat burgers and processed meals at least three times a week. [online] irishmirror. Available at: https://www.irishmirror.ie/lifestyle/slimming-dieting/ireland-becoming-fast-food-nation-9524438 [Accessed 24 Jan. 2019].

Gheribi, E. (2017). The Activities Of Foodservice Companies In The Area Of Corporate Social Responsibility – On The Example Of International Fast Food Chain. Journal of Positive Management, 8(1), p.64.

Harun, A., Prybutok, G. and Prybutok, V. (2018). Do the millennials in the USA care about the fast food industry’s involvement in corporate social responsibility?. Young Consumers, 19(4), pp.358-381.

Jankowska, B. (2015). Fast food companies facing fight to win trust of millennials. [online] the Guardian. Available at: https://www.theguardian.com/sustainable-business/2015/mar/09/fast-food-marketing-social-media-millennials [Accessed 24 Jan. 2019].

Kelleher, L. (2018). Irish people spend over €250 a year on fast food despite obesity crisis. [online] irishmirror. Available at: https://www.irishmirror.ie/news/irish-news/irish-people-spend-over-250-12531159 [Accessed 24 Jan. 2019].

Loudon, D., Ruddick, M., Wrenn, B. and Sherwood, P. (2012). The Marketing Research Guide. London: Routledge.

Montalbo, E. (2015). Corporate Social Responsibility Approaches and Implementation in Selected Fast Food Restaurants in Batangas City, Philippines. Asia Pacific Journal of Multidisciplinary Research, 3(3), pp.93 - 101.

Morgan, C.J., Dominick, S.R., Widmar, N., Yeager, E. and Croney, C. (2016). Perceptions of Corporate Social Responsibility of Prominent Fast Food Establishments by University Students, Journal of Food Distribution Research, 47(3), 18-31

O'Sullivan, K. and Digby, M. (2018). How sustainable is Ireland's food industry?. [online] The Irish Times. Available at: https://www.irishtimes.com/life-and-style/food-and-drink/how-sustainable-is-ireland-s-food-industry-1.3704137 [Accessed 24 Jan. 2019].

O'Sullivan, K. and Digby, M. (2018). How sustainable is Ireland's food industry?. [online] The Irish Times. Available at: https://www.irishtimes.com/life-and-style/food-and-drink/how-sustainable-is-ireland-s-food-industry-1.3704137 [Accessed 24 Jan. 2019].

Padilla-Díaz, M. (2015). Phenomenology in Educational Qualitative Research: Philosophy as Science or Philosophical Science?. International Journal of Educational Excellence, 1(2), pp. 101-110.

Parvez, A. (2017). A Study Of Formal And Informal Corporate Social Responsibility (Csr) Practices In The Food, Beverages And Tobacco Industry Of Khyber Pakhtunkhwa. City University Research Journal, 7(2), pp.300 - 316.

Rambe, P. and Ndofirepi, T. (2017). Ethical perceptions of employees in small retailing firms: A case of indigenous-owned fast-food outlets in Zimbabwe. South African Journal of Economic and Management Sciences, 20(1), pp.8 - 12.

Schrempf, J. (2012). A Social Connection Approach to Corporate Responsibility. Business & Society, 53(2), pp.300-332.

Stan, M. (2017). Healthy nutrition and health-washing corporate discourses across three organizations in the fast food and soft drinks industry. Journal of Comparative Research in Anthropology and Sociology, 8(1), pp.45 - 66.

Swimberghe, K. and Wooldridge, B. (2014). Drivers of Customer Relationships in Quick-Service Restaurants. Cornell Hospitality Quarterly, 55(4), pp.354-364.

TheJournal.ie (2018). Fast-food chain sees 'huge' opportunities in Dublin - despite competition and high rent. [online] TheJournal.ie. Available at: https://www.thejournal.ie/leon-fast-food-dublin-3-4235865-Sep2018/ [Accessed 24 Jan. 2019].

Thyer, B. (2010). The Handbook of Social Work Research Methods. London: SAGE.

Wei, Y. and Huang, S. (2017). Food traceability system as elevating good corporate social responsibility for fast-food restaurants. Cogent Business & Management, 4(1).

Wrenn, B., Stevens, R. and Loudon, D. (2013). Marketing research. Binghamton, NY: Best Business Books.

Ye, C., Cronin, J. and Peloza, J. (2014). The Role of Corporate Social Responsibility in Consumer Evaluation of Nutrition Information Disclosure by Retail Restaurants. Journal of Business Ethics, 130(2), pp.313-326.

Impact of Corporate Social Responsibility practices on Brand Image of Fast Food Organisations

Table of Contents

1. Introduction 4

1.1 Research Background 4

1.2 Problem Statement 5

1.3 Significance of the research 5

2. Literature Review 6

2.1 Introduction 6

2.2 Importance of CSR practice to organisations in fast food industry 6

2.3 Various CSR practices and approaches followed by fast food organisations 7

2.4 Analysing the impact of CSR on fast food organisations brand image 8

2.5 Research Gap 8

2.6 Conceptual Framework 9

2.7 Summary 10

3. Research Questions 10

3.1 Sub Research Questions 10

4. Research Methodology 10

4.1 Research Paradigm 10

4.2 Data Collection Method 11

4.3 Sampling 12

4.4 Data Analysis 12

4.5 Pilot study 13

4.6 Ethical Consideration 13

References 15

1. Introduction

1.1 Research Background

Corporate social responsibility strategies are used by organisations in the local and global market to gain customers and create a positive impact on their behaviour. It has been identified that socially debatable actions performed by the organisation increases their brand awareness and improves their image depending on the outcome of the action (Popolli, 2011). CSR practices and the communication established by the activities create a positive relationship with the brand. Effective CSR practices displays corporate heritage of the organisation creating a positive relationship between CSR and brand image of the organisation (Blombäck and Scandelius, 2013). This reveals that CSR practices followed by the organisation play an important role in improving brand image and awareness among the customers. However, the outcome of the practice has the said impact of the customers. Negative results and poor approach affects brand image of the organisation.

Fast food consumption in Ireland has been increasing in the recent years. Ireland ranks No.11 in fast food consumption on a global scale. Irish people consume fast food at a considerable amount spending €264 per individual on takeaway and fast food chains. This has seen a healthy growth in the country leading to increase in number of fast food players. Fast food chains such as Burger King and McDonalds are taking initiatives to purchase from local suppliers improving performance (Kelleher, 2018). The high rent on physical stores and increasing competition does not stop new fast food organisations or existing players from opening new branches and restaurants in the region. Dublin is the most competitive region with increased players, however, organisation’s such as Leon projecting their unique brand appearance to attract customers (TheJournal.ie, 2018). This indicated that Ireland has positive growth opportunities for fast food organisations. It was also highlighted that fast food chains are in a stiff competition in market hence, organisations are focused on displaying their brand uniqueness in meeting customers’ expectation and attraction level.

Ireland is considered as a fast food nation with the increase in populations’ consumption of processed meals and burgers. The quick bites have altered the food consumption rate of the people affecting their healthy food consumption habits. Organisations are questioned about the transparency of dishes and ingredients by the customers in order to ensure its quality (Flanagan, 2016). Customers are also concerned with the environmental impact of the organisation on the surrounding. Carbon footprint released by the organisation and the utilisation of locally sourced food creates a strong impact on the customers (Euromonitor International, 2018). The study revealed that increased fast food consumptions has changed the lifestyle of individuals. This is resulted in increasing demand for maintaining transparency in their business operation. It was also identified that customers are concerned with the environmental impact of the organisation.

1.2 Problem Statement

Fast food organisations and takeaway are gaining positive importance among the customers and this has contributed to the unsustainable lifestyle of individuals. However, fast food organisations have a challenging phase in managing sustainability in their business operation. The amount of waste generated from fast food organisations in terms of packaging and use of excessive plastics creates a negative impact on the environment questioning customers’ commitment with the organisation (O'Sullivan and Digby, 2018). Fast food chains have both internal and external hurdles that affect their business operation in the region. Lack of staffs, increasing competition and need to create a unique brand image increases the toughness in their survival rate in the organisation (TheJournal.ie, 2018). Millennial distrust in an organisation affects growth possibilities of the organisation. For instance, Coco-Cola and McDonald’s had been affected in their sales volumes due to their brand problem and poor attraction towards millennial population (Jankowska, 2015). From the study it is evident that fast food organisations are working on a competitive platform. There business growth and sustainability depends on their brand performance. Millennial distrust, sustainability practice and need to establish a unique brand image has become stressful and challenging for organisations. The research will focus on various CSR strategies that are possibly followed by organisations to create a positive impact on the environment and their brand image to increase sales and performance of the organisation in the region.

1.3 Significance of the research

The aim of the research is to study the impact of corporate social responsibility practice on brand image of fast food organisations in Ireland.

The research will provide guidance and understanding to various researchers about CSR practices that could benefit organisations in an elaborate context and discussion. The research context would highlight the impact of CSR practices on fact food organisations brand image. This will improve understanding of the subject. The data for the research will be collected in accordance with the impact on organisations in fast food industry, thus it will be effective for any organisations in fast food sector and cannot be used by other sectors. The findings from the research will fill the gaps in the literature answering research question.

2. Literature Review

2.1 Introduction

The research focuses on analysing the impact on CSR practices of fast food organisations in Ireland. In order to gain a better understanding of the corporate social responsibilities practices that are carried out in organisations, the literature section shall provide a detailed understanding of various contexts related to CSR importance and impact on an organisation. Besides, various approaches that are carried out by organisation will also be discussed in this chapter.

2.2 Importance of CSR practice to organisations in fast food industry

Organisations have attracted larger volume of customers towards their brand in national and international marketing by establishing a strong trusted relationship with the customers. CSR practices are not business ethics but have a vital role in improve brand image and recognition among the customers (Rambe and Ndofirepi, 2017). Corporate social responsibility practices followed by organisations play an important role in influencing customers’ attitude and perception towards a fast food restaurant in the region. CSR practice has both positive and negative influence on the customers in the region (Ye, Cronin and Peloza, 2014). Critically analysing the above literature it is revealed that CSR practices followed in an organisation plays an important role in improving brand attraction. However, the impact of the practice is required to be positive in order to improve organisation performance in the region.

Fast food restaurant are capable of building their brand image through advertisement and attractive promotions. However, adoption of CSR practice creates a healthy and safe image of the organisation in the region (Wei and Huang, 2017). It was also identified that implementation of CSR practices alone cannot improve brand image among the millennial population. Effective CSR communication and meeting satisfaction level of customers improves performance (Harun, Prybutok and Prybutok, 2018). From the above literature it is revealed that CSR a positive CSR indicator provides a competitive edge to organisation. Hence, it is evident that CSR practices could improve operation performance.

2.3 Various CSR practices and approaches followed by fast food organisations

Organisations in fast food chain have taken initiative to use social connection approach to improve business operation. The main objective of using social connection is to influence business operation in environmental and social dimensions mitigating harm to the society (Schrempf, 2012). Morgan et al. (2016) identified that food quality initiatives, promoting healthy eating behaviour, animal welfare activities and policies, community activities to support local communities are the common CSR practices followed by the organisation such as McDonald's and KFC. The result of this study also reported that the CSR practices of the McDonald's are effective when compared to KFC's strategies. This shows that the fast food organisations started to give higher importance to perform CSR activities.

Organisations in fast food industry take up self proclaimed educator role in creating a positive impact on the society. Promoting health washing creates a green image of the organisation indicating the less risk to environment (Stan, 2017). Organisations involve in charitable and philanthropy activities to improve their image and brand awareness over a large volume of customer base (Parvez, 2017). Fast food restaurants apply food traceability system (FTS) in their organisation to improve customers purchase intention and brand image in the market. FTS improves CSR practices creating a healthy image on the food products (Wei and Huang, 2017). Organisations in fast food chain use CSR practices to improve animal welfare and community sponsorship to create a positive impact on the customers. This improves global attraction of the organisation (Montalbo, 2015). From the above literature it is revealed that organisations in fast food chain use various CSR practices to create a positive impact on their brand image. It is evident that the CSR practices followed by organisations are in the prospect on improving sales and performance in the region.

2.4 Analysing the impact of CSR on fast food organisations brand image

CSR practices implemented in fast food chains differ from other organisations. For instance the initiative taken by McDonald’s is different from that of its franchise. This approach involves improving health concern of the customers improving healthy menu choices (Montalbo, 2015). CSR operations carried out by fast food service organisation improve their success rate and increase their sales volume in the region. Organisations like McDonald’s implement CSR practices towards customers, employees and community to create a positive brand image (Gheribi, 2017). Morgan et al. (2016) also mentioned that the CSR practices of the fast food organisations have the potential to boost their brand image by satisfying the expectations of their customers. This study also identified that the healthy food offered by these organisations and their activities related to social involvement are the major factors creates positive opinion among the customers about these fast food organisations. Critically analysing the above literature it is evident that CSR practices followed by organisation has a strong impact on their image and growth in the market. However, it is essential that the practices followed by organisation influence both internal and external environment.

Quick service restaurants use genuine long term CSR practices to gain customers trust and satisfaction with the organisation’s service quality, menu and community service. CSR initiatives may not improve customer satisfaction scale however, it improve brand identity and trust (Swimberghe and Wooldridge, 2014). When customers believe in the genuine and sincere approach of organisations towards CSR activities they develop a positive attraction towards the organisation and improves company’s image. Vice versa affects brand image (Ban, 2016). From the above literature it is revealed that CSR practices that are carried out genuinely with long term commitment has a positive impact on the customers and improves their brand image in the region.

2.5 Research Gap

The research carried out by various researchers has revealed that CSR practices are being used as a tool by organisations to improve their performance and brand image. The literature has highlighted the importance and impact of CSR practices to an organisation with an elaborate explanation. This projects the basic idea of operation. It has also revealed that varies CSR approaches used by organisations to improve brand image of the organisation. However, the research limits with the application of CSR to improve performance the challenges and issues with the approach has not been detailed.

2.6 Conceptual Framework

The conceptual framework highlights the approaches that are used by organisations to reach customers and influence their brand image. The management uses CSR practices on internal and external environment in order to create a positive image on their organisation and improve sales and performance. The practices that are followed by organisations in fast food sector are listed below:

Figure: Conceptual Framework

Source: Author’s Work (2019) Adapted from the above study

This reveals that organisations use community service and self awareness strategies to reach customers and improve their brand image.

2.7 Summary

Fast food organisations use CSR practices to improve their performance and brand identity in an organisation. It has been revealed that organisations with positive CSR approach has positive impact while, poor practice results in vice versa. This has higher chance of affecting organisation performance. Organisations use various CSR practices such as community service and charitable program to improve society and healthy promotions to improve individual lifestyle in fast food sectors. This creates a positive impact on the organisation influencing their buying behaviour. The research also revealed that CSR practices that are sincerely applied by organisations are accepted by the customers and this alters their behaviour and attitude towards the brand.

3. Research Questions

✓ What is the impact of Corporate Social Responsibility practices followed by fast food industry organisation on their brand image?

3.1 Sub Research Questions

✓ What is the importance of considering CSR practices in a fast food organisation?

✓ What are CSR practices followed by fast food organisations?

✓ What is the relation between CSR practices and brand image of the organisations?

The above research questions have been proposed in the research in order to identify the impact of CSR practices on a fast food organisation. These questions serve as guidelines in understanding the importance of CSR practice to an organisation. This provides support to the literature section in gathering required information to support and contradict the real time research data in the later stage of the dissertation.

4. Research Methodology

4.1 Research Paradigm

4.1.1 Philosophy

Positivism philosophy believes in the existence of a single societal reality and moves through the research in a similar view. This philosophy revolves around facts and logic (Padilla-Díaz, 2015). Positivism philosophy shall be used in the research to identify the logic and scientific facts on CSR practices and its impact on brand image of fast food organisations. This method projects the presence of single societal reality through supportive analysis and deduction of the content gathered for the research. This method is suitable for analysing large volume of information. Phenomenology shall not be used in the research since the approach focuses on observations and human interests rather than facts.

4.1.2 Approach

Deductive method enables the researcher to deduction solutions and relationships between variables based on observations and assumptions (Thyer, 2010). Deductive approach will be used in the research to study the impact of CSR practice on brand image from the data collected. This approach supports in developing and testing hypothesis in order to project a casual relationship between CSR practices and brand image of organisations in fast food chains. This method is effective for managing large sources hence it is preferred in the research. Inductive approach shall not be considered since, the research does not require generation of theories.

4.2 Data Collection Method

Primary data collection method involves gathering information from real time sources based on their knowledge and experience. Required research information is obtained from experiments, interview and survey process (Loudon et al., 2012). Primary data collection method shall be used in the research to gather information from various respondents. Data for the research will be obtained from the customers of the fast food chains in Ireland. Data obtained from the customers will be used for in depth study and analysis. The selected research participants will be approached directly, over telephone and email depending on their convenience and preference. The survey is a voluntary process and the participants may call if off if the questions violate the privacy.

Survey research method provides effective and useful evident to improve research performance. The data collected from this technique improves reliability (Alexander et al., 2012). Survey technique will be used for gathering information from the participants. A closed end questionnaire will be designed and distributed to the research participants. The questionnaire will be designed in 5-likert scale format since it will reduce data collection time period. Secondary data collection method and sources will be used for gathering information and structuring the literature. Qualitative data collection method will not be used in the research since the study requires collection of larger volume of data. Collecting detailed perception of 50 or more customers using interviews will not be possible due to limited time consideration. Therefore interview method is suggested to this research as the data collection instrument.

4.3 Sampling

Purposive sampling is a technique used for identifying sample population possessing knowledge and related subject experience (Babbie, 2010). Purposive sampling technique will be used in the research to select sample population and the fast food chains that are to be approach in order to gain required information. The data for the research will be obtained from the customers of different fast food chains across Ireland. Fast food organisations are selected based on their popularity among the fast food consumers in the region. This will ensure reliability and validity of the data. The research will involve 100 sample respondents from various branches in the survey. Convenience sampling technique will not be used in the research since this approach selects samples based on their availability rather than their knowledge and experience in the subject.

4.4 Data Analysis

Quantitative research method is used for analysing large volume of survey information and it is effective in converting textual context into numerical form with the utilisation of statistical tools (Creswell, 2014). Quantitative research method will be used in the research to analyse the impact of CSR practices of fast food organisation on their brand image. This method is used since, it is effective in analysing large volume of information obtained from survey process. This method will use Microsoft excel to analyse the data obtained from the survey and projects the results in the form of charts and tables in order to gain a better understanding of CSR practices followed by fast food organisation. This method will use statistical tools for converting texts from the survey into numerical data simplifying analysis hence, this method will be used. Qualitative analysis will not be used in the research since the research will not involve interviews or observation process of data collection. Conducting interview with many customers will consume more time. Thus, the study will not involve the detailed perceptions of the customers. Therefore, quantitative method will be used to analyse survey results.

Descriptive method provides and elaborates interpretation on the research subject by identifying the significant relationship between dependent and independent variable in the research (Wrenn, Stevens and Loudon, 2013). Descriptive data analysis method shall be used in the research to study the relationship and significance between CSR practices and brand image of fast food organisations. Here, CSR practices are considered as independent variables and brand image is considered as dependent variable. Exploratory method will not be used in the research, since the study seeks to arrive at a solution and this method only identifies that cause and reason behind the phenomenon.

4.5 Pilot study

Pilot study is a small scale operation that is used in research methodology to determine accuracy and suitability of the research data (Bordens and Abbott, 2006). The research will use pilot study to determine the suitability of data utilisation in the research process. A well structured questionnaire will be distributed to the customer in order obtain required information. However, the questions will be subjected to modification in terms of poor understanding from the participants end.

4.6 Ethical Consideration

The research shall be conducted following all the ethical considerations set in the academic course work. The research will not involve social, political and cultural information creating a negative impact on the environment. The research participants will be provided with a consent form before participating in the survey. Personal identity of the participants and the organisation name will not be revealed in the research affecting organisation image. It will be guaranteed that the research results will not be exposed to third party and the information will be kept in a highly secure platform. It is assured that the research will be original work and free from copyrights issues. It is ensured that the research will be free from plagiarism and grammatical error at the max.

References

Alexander, R., Doddington, C., Gray, J., Hargreaves,, L. and Kershner, R. (2012). The Cambridge Primary Review Research Surveys. 1st ed. London: Routledge.

Babbie, E., (2010). The Practice of Social Research,12th ed. New York: Cengage Learning, p.530.

Ban, Z. (2016). Delineating responsibility, decisions and compromises: a frame analysis of the fast food industry’s online CSR communication. Journal of Applied Communication Research, 44(3), pp.296-315.

Blombäck, A. and Scandelius, C. (2013). Corporate heritage in CSR communication: a means to responsible brand image?. Corporate Communications: An International Journal, 18(3), pp.362-382.

Bordens, S. and Abbott, B, (2006). Research Design And Methods, 2nd edn., Vol. 41, New York: Tata McGraw-Hill, p.574.

Creswell, J. (2014). Research design. 1st ed. Thousand Oaks: Sage Publications.

Euromonitor International (2018). Fast Food in Ireland. [online] Euromonitor.com. Available at: https://www.euromonitor.com/fast-food-in-ireland/report [Accessed 24 Jan. 2019].

Flanagan, P. (2016). Most Irish people eat burgers and processed meals at least three times a week. [online] irishmirror. Available at: https://www.irishmirror.ie/lifestyle/slimming-dieting/ireland-becoming-fast-food-nation-9524438 [Accessed 24 Jan. 2019].

Gheribi, E. (2017). The Activities Of Foodservice Companies In The Area Of Corporate Social Responsibility – On The Example Of International Fast Food Chain. Journal of Positive Management, 8(1), p.64.

Harun, A., Prybutok, G. and Prybutok, V. (2018). Do the millennials in the USA care about the fast food industry’s involvement in corporate social responsibility?. Young Consumers, 19(4), pp.358-381.

Jankowska, B. (2015). Fast food companies facing fight to win trust of millennials. [online] the Guardian. Available at: https://www.theguardian.com/sustainable-business/2015/mar/09/fast-food-marketing-social-media-millennials [Accessed 24 Jan. 2019].

Kelleher, L. (2018). Irish people spend over €250 a year on fast food despite obesity crisis. [online] irishmirror. Available at: https://www.irishmirror.ie/news/irish-news/irish-people-spend-over-250-12531159 [Accessed 24 Jan. 2019].

Loudon, D., Ruddick, M., Wrenn, B. and Sherwood, P. (2012). The Marketing Research Guide. London: Routledge.

Montalbo, E. (2015). Corporate Social Responsibility Approaches and Implementation in Selected Fast Food Restaurants in Batangas City, Philippines. Asia Pacific Journal of Multidisciplinary Research, 3(3), pp.93 - 101.

Morgan, C.J., Dominick, S.R., Widmar, N., Yeager, E. and Croney, C. (2016). Perceptions of Corporate Social Responsibility of Prominent Fast Food Establishments by University Students, Journal of Food Distribution Research, 47(3), 18-31

O'Sullivan, K. and Digby, M. (2018). How sustainable is Ireland's food industry?. [online] The Irish Times. Available at: https://www.irishtimes.com/life-and-style/food-and-drink/how-sustainable-is-ireland-s-food-industry-1.3704137 [Accessed 24 Jan. 2019].

O'Sullivan, K. and Digby, M. (2018). How sustainable is Ireland's food industry?. [online] The Irish Times. Available at: https://www.irishtimes.com/life-and-style/food-and-drink/how-sustainable-is-ireland-s-food-industry-1.3704137 [Accessed 24 Jan. 2019].

Padilla-Díaz, M. (2015). Phenomenology in Educational Qualitative Research: Philosophy as Science or Philosophical Science?. International Journal of Educational Excellence, 1(2), pp. 101-110.

Parvez, A. (2017). A Study Of Formal And Informal Corporate Social Responsibility (Csr) Practices In The Food, Beverages And Tobacco Industry Of Khyber Pakhtunkhwa. City University Research Journal, 7(2), pp.300 - 316.

Rambe, P. and Ndofirepi, T. (2017). Ethical perceptions of employees in small retailing firms: A case of indigenous-owned fast-food outlets in Zimbabwe. South African Journal of Economic and Management Sciences, 20(1), pp.8 - 12.

Schrempf, J. (2012). A Social Connection Approach to Corporate Responsibility. Business & Society, 53(2), pp.300-332.

Stan, M. (2017). Healthy nutrition and health-washing corporate discourses across three organizations in the fast food and soft drinks industry. Journal of Comparative Research in Anthropology and Sociology, 8(1), pp.45 - 66.

Swimberghe, K. and Wooldridge, B. (2014). Drivers of Customer Relationships in Quick-Service Restaurants. Cornell Hospitality Quarterly, 55(4), pp.354-364.

TheJournal.ie (2018). Fast-food chain sees 'huge' opportunities in Dublin - despite competition and high rent. [online] TheJournal.ie. Available at: https://www.thejournal.ie/leon-fast-food-dublin-3-4235865-Sep2018/ [Accessed 24 Jan. 2019].

Thyer, B. (2010). The Handbook of Social Work Research Methods. London: SAGE.

Wei, Y. and Huang, S. (2017). Food traceability system as elevating good corporate social responsibility for fast-food restaurants. Cogent Business & Management, 4(1).

Wrenn, B., Stevens, R. and Loudon, D. (2013). Marketing research. Binghamton, NY: Best Business Books.

Ye, C., Cronin, J. and Peloza, J. (2014). The Role of Corporate Social Responsibility in Consumer Evaluation of Nutrition Information Disclosure by Retail Restaurants. Journal of Business Ethics, 130(2), pp.313-326.

Impact of Corporate Social Responsibility practices on Brand Image of Fast Food Organisations

Table of Contents

1. Introduction 4

1.1 Research Background 4

1.2 Problem Statement 5

1.3 Significance of the research 5

2. Literature Review 6

2.1 Introduction 6

2.2 Importance of CSR practice to organisations in fast food industry 6

2.3 Various CSR practices and approaches followed by fast food organisations 7

2.4 Analysing the impact of CSR on fast food organisations brand image 8

2.5 Research Gap 8

2.6 Conceptual Framework 9

2.7 Summary 10

3. Research Questions 10

3.1 Sub Research Questions 10

4. Research Methodology 10

4.1 Research Paradigm 10

4.2 Data Collection Method 11

4.3 Sampling 12

4.4 Data Analysis 12

4.5 Pilot study 13

4.6 Ethical Consideration 13

References 15

1. Introduction

1.1 Research Background

Corporate social responsibility strategies are used by organisations in the local and global market to gain customers and create a positive impact on their behaviour. It has been identified that socially debatable actions performed by the organisation increases their brand awareness and improves their image depending on the outcome of the action (Popolli, 2011). CSR practices and the communication established by the activities create a positive relationship with the brand. Effective CSR practices displays corporate heritage of the organisation creating a positive relationship between CSR and brand image of the organisation (Blombäck and Scandelius, 2013). This reveals that CSR practices followed by the organisation play an important role in improving brand image and awareness among the customers. However, the outcome of the practice has the said impact of the customers. Negative results and poor approach affects brand image of the organisation.

Fast food consumption in Ireland has been increasing in the recent years. Ireland ranks No.11 in fast food consumption on a global scale. Irish people consume fast food at a considerable amount spending €264 per individual on takeaway and fast food chains. This has seen a healthy growth in the country leading to increase in number of fast food players. Fast food chains such as Burger King and McDonalds are taking initiatives to purchase from local suppliers improving performance (Kelleher, 2018). The high rent on physical stores and increasing competition does not stop new fast food organisations or existing players from opening new branches and restaurants in the region. Dublin is the most competitive region with increased players, however, organisation’s such as Leon projecting their unique brand appearance to attract customers (TheJournal.ie, 2018). This indicated that Ireland has positive growth opportunities for fast food organisations. It was also highlighted that fast food chains are in a stiff competition in market hence, organisations are focused on displaying their brand uniqueness in meeting customers’ expectation and attraction level.

Ireland is considered as a fast food nation with the increase in populations’ consumption of processed meals and burgers. The quick bites have altered the food consumption rate of the people affecting their healthy food consumption habits. Organisations are questioned about the transparency of dishes and ingredients by the customers in order to ensure its quality (Flanagan, 2016). Customers are also concerned with the environmental impact of the organisation on the surrounding. Carbon footprint released by the organisation and the utilisation of locally sourced food creates a strong impact on the customers (Euromonitor International, 2018). The study revealed that increased fast food consumptions has changed the lifestyle of individuals. This is resulted in increasing demand for maintaining transparency in their business operation. It was also identified that customers are concerned with the environmental impact of the organisation.

1.2 Problem Statement

Fast food organisations and takeaway are gaining positive importance among the customers and this has contributed to the unsustainable lifestyle of individuals. However, fast food organisations have a challenging phase in managing sustainability in their business operation. The amount of waste generated from fast food organisations in terms of packaging and use of excessive plastics creates a negative impact on the environment questioning customers’ commitment with the organisation (O'Sullivan and Digby, 2018). Fast food chains have both internal and external hurdles that affect their business operation in the region. Lack of staffs, increasing competition and need to create a unique brand image increases the toughness in their survival rate in the organisation (TheJournal.ie, 2018). Millennial distrust in an organisation affects growth possibilities of the organisation. For instance, Coco-Cola and McDonald’s had been affected in their sales volumes due to their brand problem and poor attraction towards millennial population (Jankowska, 2015). From the study it is evident that fast food organisations are working on a competitive platform. There business growth and sustainability depends on their brand performance. Millennial distrust, sustainability practice and need to establish a unique brand image has become stressful and challenging for organisations. The research will focus on various CSR strategies that are possibly followed by organisations to create a positive impact on the environment and their brand image to increase sales and performance of the organisation in the region.

1.3 Significance of the research

The aim of the research is to study the impact of corporate social responsibility practice on brand image of fast food organisations in Ireland.

The research will provide guidance and understanding to various researchers about CSR practices that could benefit organisations in an elaborate context and discussion. The research context would highlight the impact of CSR practices on fact food organisations brand image. This will improve understanding of the subject. The data for the research will be collected in accordance with the impact on organisations in fast food industry, thus it will be effective for any organisations in fast food sector and cannot be used by other sectors. The findings from the research will fill the gaps in the literature answering research question.

2. Literature Review

2.1 Introduction

The research focuses on analysing the impact on CSR practices of fast food organisations in Ireland. In order to gain a better understanding of the corporate social responsibilities practices that are carried out in organisations, the literature section shall provide a detailed understanding of various contexts related to CSR importance and impact on an organisation. Besides, various approaches that are carried out by organisation will also be discussed in this chapter.

2.2 Importance of CSR practice to organisations in fast food industry

Organisations have attracted larger volume of customers towards their brand in national and international marketing by establishing a strong trusted relationship with the customers. CSR practices are not business ethics but have a vital role in improve brand image and recognition among the customers (Rambe and Ndofirepi, 2017). Corporate social responsibility practices followed by organisations play an important role in influencing customers’ attitude and perception towards a fast food restaurant in the region. CSR practice has both positive and negative influence on the customers in the region (Ye, Cronin and Peloza, 2014). Critically analysing the above literature it is revealed that CSR practices followed in an organisation plays an important role in improving brand attraction. However, the impact of the practice is required to be positive in order to improve organisation performance in the region.

Fast food restaurant are capable of building their brand image through advertisement and attractive promotions. However, adoption of CSR practice creates a healthy and safe image of the organisation in the region (Wei and Huang, 2017). It was also identified that implementation of CSR practices alone cannot improve brand image among the millennial population. Effective CSR communication and meeting satisfaction level of customers improves performance (Harun, Prybutok and Prybutok, 2018). From the above literature it is revealed that CSR a positive CSR indicator provides a competitive edge to organisation. Hence, it is evident that CSR practices could improve operation performance.

2.3 Various CSR practices and approaches followed by fast food organisations

Organisations in fast food chain have taken initiative to use social connection approach to improve business operation. The main objective of using social connection is to influence business operation in environmental and social dimensions mitigating harm to the society (Schrempf, 2012). Morgan et al. (2016) identified that food quality initiatives, promoting healthy eating behaviour, animal welfare activities and policies, community activities to support local communities are the common CSR practices followed by the organisation such as McDonald's and KFC. The result of this study also reported that the CSR practices of the McDonald's are effective when compared to KFC's strategies. This shows that the fast food organisations started to give higher importance to perform CSR activities.

Organisations in fast food industry take up self proclaimed educator role in creating a positive impact on the society. Promoting health washing creates a green image of the organisation indicating the less risk to environment (Stan, 2017). Organisations involve in charitable and philanthropy activities to improve their image and brand awareness over a large volume of customer base (Parvez, 2017). Fast food restaurants apply food traceability system (FTS) in their organisation to improve customers purchase intention and brand image in the market. FTS improves CSR practices creating a healthy image on the food products (Wei and Huang, 2017). Organisations in fast food chain use CSR practices to improve animal welfare and community sponsorship to create a positive impact on the customers. This improves global attraction of the organisation (Montalbo, 2015). From the above literature it is revealed that organisations in fast food chain use various CSR practices to create a positive impact on their brand image. It is evident that the CSR practices followed by organisations are in the prospect on improving sales and performance in the region.

2.4 Analysing the impact of CSR on fast food organisations brand image

CSR practices implemented in fast food chains differ from other organisations. For instance the initiative taken by McDonald’s is different from that of its franchise. This approach involves improving health concern of the customers improving healthy menu choices (Montalbo, 2015). CSR operations carried out by fast food service organisation improve their success rate and increase their sales volume in the region. Organisations like McDonald’s implement CSR practices towards customers, employees and community to create a positive brand image (Gheribi, 2017). Morgan et al. (2016) also mentioned that the CSR practices of the fast food organisations have the potential to boost their brand image by satisfying the expectations of their customers. This study also identified that the healthy food offered by these organisations and their activities related to social involvement are the major factors creates positive opinion among the customers about these fast food organisations. Critically analysing the above literature it is evident that CSR practices followed by organisation has a strong impact on their image and growth in the market. However, it is essential that the practices followed by organisation influence both internal and external environment.

Quick service restaurants use genuine long term CSR practices to gain customers trust and satisfaction with the organisation’s service quality, menu and community service. CSR initiatives may not improve customer satisfaction scale however, it improve brand identity and trust (Swimberghe and Wooldridge, 2014). When customers believe in the genuine and sincere approach of organisations towards CSR activities they develop a positive attraction towards the organisation and improves company’s image. Vice versa affects brand image (Ban, 2016). From the above literature it is revealed that CSR practices that are carried out genuinely with long term commitment has a positive impact on the customers and improves their brand image in the region.

2.5 Research Gap

The research carried out by various researchers has revealed that CSR practices are being used as a tool by organisations to improve their performance and brand image. The literature has highlighted the importance and impact of CSR practices to an organisation with an elaborate explanation. This projects the basic idea of operation. It has also revealed that varies CSR approaches used by organisations to improve brand image of the organisation. However, the research limits with the application of CSR to improve performance the challenges and issues with the approach has not been detailed.

2.6 Conceptual Framework

The conceptual framework highlights the approaches that are used by organisations to reach customers and influence their brand image. The management uses CSR practices on internal and external environment in order to create a positive image on their organisation and improve sales and performance. The practices that are followed by organisations in fast food sector are listed below:

Figure: Conceptual Framework

Source: Author’s Work (2019) Adapted from the above study

This reveals that organisations use community service and self awareness strategies to reach customers and improve their brand image.

2.7 Summary

Fast food organisations use CSR practices to improve their performance and brand identity in an organisation. It has been revealed that organisations with positive CSR approach has positive impact while, poor practice results in vice versa. This has higher chance of affecting organisation performance. Organisations use various CSR practices such as community service and charitable program to improve society and healthy promotions to improve individual lifestyle in fast food sectors. This creates a positive impact on the organisation influencing their buying behaviour. The research also revealed that CSR practices that are sincerely applied by organisations are accepted by the customers and this alters their behaviour and attitude towards the brand.

3. Research Questions

✓ What is the impact of Corporate Social Responsibility practices followed by fast food industry organisation on their brand image?

3.1 Sub Research Questions

✓ What is the importance of considering CSR practices in a fast food organisation?

✓ What are CSR practices followed by fast food organisations?

✓ What is the relation between CSR practices and brand image of the organisations?

The above research questions have been proposed in the research in order to identify the impact of CSR practices on a fast food organisation. These questions serve as guidelines in understanding the importance of CSR practice to an organisation. This provides support to the literature section in gathering required information to support and contradict the real time research data in the later stage of the dissertation.

4. Research Methodology

4.1 Research Paradigm

4.1.1 Philosophy

Positivism philosophy believes in the existence of a single societal reality and moves through the research in a similar view. This philosophy revolves around facts and logic (Padilla-Díaz, 2015). Positivism philosophy shall be used in the research to identify the logic and scientific facts on CSR practices and its impact on brand image of fast food organisations. This method projects the presence of single societal reality through supportive analysis and deduction of the content gathered for the research. This method is suitable for analysing large volume of information. Phenomenology shall not be used in the research since the approach focuses on observations and human interests rather than facts.

4.1.2 Approach

Deductive method enables the researcher to deduction solutions and relationships between variables based on observations and assumptions (Thyer, 2010). Deductive approach will be used in the research to study the impact of CSR practice on brand image from the data collected. This approach supports in developing and testing hypothesis in order to project a casual relationship between CSR practices and brand image of organisations in fast food chains. This method is effective for managing large sources hence it is preferred in the research. Inductive approach shall not be considered since, the research does not require generation of theories.

4.2 Data Collection Method

Primary data collection method involves gathering information from real time sources based on their knowledge and experience. Required research information is obtained from experiments, interview and survey process (Loudon et al., 2012). Primary data collection method shall be used in the research to gather information from various respondents. Data for the research will be obtained from the customers of the fast food chains in Ireland. Data obtained from the customers will be used for in depth study and analysis. The selected research participants will be approached directly, over telephone and email depending on their convenience and preference. The survey is a voluntary process and the participants may call if off if the questions violate the privacy.

Survey research method provides effective and useful evident to improve research performance. The data collected from this technique improves reliability (Alexander et al., 2012). Survey technique will be used for gathering information from the participants. A closed end questionnaire will be designed and distributed to the research participants. The questionnaire will be designed in 5-likert scale format since it will reduce data collection time period. Secondary data collection method and sources will be used for gathering information and structuring the literature. Qualitative data collection method will not be used in the research since the study requires collection of larger volume of data. Collecting detailed perception of 50 or more customers using interviews will not be possible due to limited time consideration. Therefore interview method is suggested to this research as the data collection instrument.

4.3 Sampling

Purposive sampling is a technique used for identifying sample population possessing knowledge and related subject experience (Babbie, 2010). Purposive sampling technique will be used in the research to select sample population and the fast food chains that are to be approach in order to gain required information. The data for the research will be obtained from the customers of different fast food chains across Ireland. Fast food organisations are selected based on their popularity among the fast food consumers in the region. This will ensure reliability and validity of the data. The research will involve 100 sample respondents from various branches in the survey. Convenience sampling technique will not be used in the research since this approach selects samples based on their availability rather than their knowledge and experience in the subject.

4.4 Data Analysis

Quantitative research method is used for analysing large volume of survey information and it is effective in converting textual context into numerical form with the utilisation of statistical tools (Creswell, 2014). Quantitative research method will be used in the research to analyse the impact of CSR practices of fast food organisation on their brand image. This method is used since, it is effective in analysing large volume of information obtained from survey process. This method will use Microsoft excel to analyse the data obtained from the survey and projects the results in the form of charts and tables in order to gain a better understanding of CSR practices followed by fast food organisation. This method will use statistical tools for converting texts from the survey into numerical data simplifying analysis hence, this method will be used. Qualitative analysis will not be used in the research since the research will not involve interviews or observation process of data collection. Conducting interview with many customers will consume more time. Thus, the study will not involve the detailed perceptions of the customers. Therefore, quantitative method will be used to analyse survey results.

Descriptive method provides and elaborates interpretation on the research subject by identifying the significant relationship between dependent and independent variable in the research (Wrenn, Stevens and Loudon, 2013). Descriptive data analysis method shall be used in the research to study the relationship and significance between CSR practices and brand image of fast food organisations. Here, CSR practices are considered as independent variables and brand image is considered as dependent variable. Exploratory method will not be used in the research, since the study seeks to arrive at a solution and this method only identifies that cause and reason behind the phenomenon.

4.5 Pilot study

Pilot study is a small scale operation that is used in research methodology to determine accuracy and suitability of the research data (Bordens and Abbott, 2006). The research will use pilot study to determine the suitability of data utilisation in the research process. A well structured questionnaire will be distributed to the customer in order obtain required information. However, the questions will be subjected to modification in terms of poor understanding from the participants end.

4.6 Ethical Consideration

The research shall be conducted following all the ethical considerations set in the academic course work. The research will not involve social, political and cultural information creating a negative impact on the environment. The research participants will be provided with a consent form before participating in the survey. Personal identity of the participants and the organisation name will not be revealed in the research affecting organisation image. It will be guaranteed that the research results will not be exposed to third party and the information will be kept in a highly secure platform. It is assured that the research will be original work and free from copyrights issues. It is ensured that the research will be free from plagiarism and grammatical error at the max.

References

Alexander, R., Doddington, C., Gray, J., Hargreaves,, L. and Kershner, R. (2012). The Cambridge Primary Review Research Surveys. 1st ed. London: Routledge.

Babbie, E., (2010). The Practice of Social Research,12th ed. New York: Cengage Learning, p.530.

Ban, Z. (2016). Delineating responsibility, decisions and compromises: a frame analysis of the fast food industry’s online CSR communication. Journal of Applied Communication Research, 44(3), pp.296-315.

Blombäck, A. and Scandelius, C. (2013). Corporate heritage in CSR communication: a means to responsible brand image?. Corporate Communications: An International Journal, 18(3), pp.362-382.

Bordens, S. and Abbott, B, (2006). Research Design And Methods, 2nd edn., Vol. 41, New York: Tata McGraw-Hill, p.574.

Creswell, J. (2014). Research design. 1st ed. Thousand Oaks: Sage Publications.

Euromonitor International (2018). Fast Food in Ireland. [online] Euromonitor.com. Available at: https://www.euromonitor.com/fast-food-in-ireland/report [Accessed 24 Jan. 2019].

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