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This report is the summary of an articulated research project sponsored by Coca-Cola European Partners that was run all along the academic year 2017- 2018. The project was conducted with the help of two IE Student Labs and it is focused on the effect of Corporate Social Responsibility actions on some major competitive variables that affect consumers’ and employees’ behaviors. The core part of the project was a scenario-based survey with more than 1,000 respondents.

The main results show that actions that are geographically near to the respondent and near to the core business of the company generate positive influence on all the core variables. Doing both local and near to the business core is the choice that maximizes Consumer and Employer Branding. The geographical local decision extracts the higher impact in case of willingness to pay, buy and work. However, again, doing both local and near to the business core actions is the optimal option when willingness to pay, buy and work are analyzed in a structural two-step model where they depend on Consumer and Employer Branding.