Purpose of the research: Following Urde, Greyser, and Balmer’s (2007) heritage quotient model, and Rindell, Snatos, and Lima’s (2015) conceptualization of consumers’ corporate image heritage, this working paper aims to investigate whether the heritage of corporate heritage brands and the authenticity, affinity, and trust that characterise these brands can be extended to their CSR program to overcome the challenge of CSR scepticism. In addition to this, the previous literature have had only investigated the phenomenon in the context of old-middle-aged corporate heritage institutions, this research aims to re-investigate the phenomenon in the context of young-aged corporate heritage brand which expected to reveal new findings. Furthermore, the current literature of corporate heritage and CSR have heavily focused on consumers, neglecting other stakeholders groups such as NGOs which are increasingly becoming an important player and partner when it comes to CSR
