http://www.ipra.org/itl/10/2013/rethinking-csr-public-relations-and-the-advance-of-meaning-making-through-the-corporate-persona

One example I can think of is how Walmart is embracing CSR and sustainability which in my opinion has improved their image.

You may have a look at my short contribution on the subject: 

http://www.triplepundit.com/2014/02/unleashing-shared-value-content-marketing/

Best Wishes,

Mark

Dear Shabana,

I am attaching one pdf file. it will be helpful for ur study

Dear Shabana,

I would suggest the works (both in papers and books) of Professor METTE

MORSING from CBS-Copenhagen Business School:

See: http://www.cbs.dk/en/research/departments-and-centres/department-of-intercultural-communication-and-management/staff/mmikl#publications.

Best Regards

Luis

Dear Shabana, check out the following link which might provide you just a direction to your hypothesis. However, your question has more dynamics than it expresses and hence needs to be probed into with multitude of perspectives and layers that could involve evolution of humans to strategic branding. All the best! 

http://www.opportunitysustainability.com/?p=323

Dear Shabana

I have an article here discussed about  how CR can increase comepetitiveness, which in  a way enhance PR. In fact, I saw that many of the responses to your question are very relevant. Hope the attached article helps. 

Here is a link with a few white papers. 

http://www.instituteforpr.org/category/research/corporate-social-responsibility/