Problem: what are the economic effects of CSR investments on a company brand value? Do different CSR investment have different impacts?

Data: We apply a scenario based survey on about 1,000 respondents to see how CSR actions impact the Consumer and Employer Brand of a company. We test the effects of CSR actions that are near or far to the geographical location of the respondent and near or far the core business of a company.

Conclusions. The company economic benefits from CSR investments are higher when these actions are geographically near to the supposed targets and near the core business of the company.

Benefit for the company: We show that CSR investments have an important KPI in terms of brand value and that there are differences in terms of economic returns given the types of CSR actions.