Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the
development of brands nowadays, especially corporate brands as the public wants to know what,
where, and how much brands are giving back to society. Both branding and CSR have become
crucially important now that the organizations have recognized how these strategies can add or
detract from their value (Blumenthal and Bergstrom 2003). CSR can be defined in terms of legitimate
ethics or from an instrumentalist perspective where corporate image is the prime concern (McAdam
and Leonard 2003).