ABSTRACT
The research reveals that both employees and customers of life insurance companies are well-versed in corporate social responsibility (CSR) and brand building. Insurance companies must engage in CSR activities to show gratitude towards society and its people, who have contributed to their profits. CSR activities can help build a positive brand image and boost customer loyalty. Data from five insurance companies was collected through questionnaires, coded, and analyzed using SPSS software. Cross-tabulation was used to compare responses and identify relationships between dimensions, revealing the importance of understanding insurance coverage. Insurance companies should raise customer awareness about their CSR activities to enhance their positive image and encourage them to engage in CSR activities at their level, thus promoting a more sustainable and responsible business approach.
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