Effectiveness of Corporate Social Responsibility Model in Automotive Industry with a Combined Approach (Case Study: Iran Khodro Company in East Azarbaijan Province)1

The purpose of this study is to investigate the effectiveness of corporate social responsibility model with a combined approach. In the qualitative section, 20 experts and policy makers in the automotive industry in the field of corporate social responsibility participated in semi-structured interviews. After the interviews, the concepts were extracted from the interviews by Maxqda software and the relevant codes were extracted and the main and sub-themes were achieved by establishing a relationship between the extracted codes in the open coding stage and removing duplicate indicators and merging similar indicators. Based on the research results, the components of social responsibility, economic responsibility, environmental responsibility, ethical responsibility, humanitarian responsibility, legal responsibility, brand awareness, brand loyalty, perceived quality and brand association were selected as the central phenomena. The results also show that corporate social responsibility improves internal processes by creating managerial commitment and empowering employees. Improving organizational processes will also improve social and environmental considerations, responsible actions, and consumer support behaviors for the brand. These factors lead to sustainable growth and development of the company and ultimately lead to improved brand equity.