Enhancing Brand Image through Corporate Social Responsibility in Mexican Small Business
José Trinidad Marín Aguilar, Gonzalo Maldonado Guzmán, Sandra Yesenia Pinzón Castro

Abstract
Brands are considered in the current literature as one of the most important intangible resources for any organization, especially for small and medium enterprises (SMEs), allowing a close relationship with both customers and with consumers of products or services generated by companies, but brands acquire more relevance when they are directly related to the activities of corporate social responsibility (CSR). The inconsistent results obtained in the relationship between brand image and CSR, makes it necessary conducting more studies providing theoretical and empirical evidence of the effects exerted by CSR activities in the brand image. Therefore, the main objective of this research is the analysis and discussion of existing effects between CSR activities and brand image of SMEs, using a sample of 308 companies in Mexico. The obtained results show that CSR activities have significant positive impact on the brand image of the products or services produced by SMEs.

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