This thesis explores the intricate relationship between corporate social responsibility (CSR) and the perception of global brands among consumers in Croatia. The research primarily aimed to identify how different levels of brand involvement influence consumer perceptions of CSR and how demographic factors such as age, gender, education, and income contribute to shaping these perceptions. A quantitative research approach was adopted, involving an online survey administered to a representative sample of 199 Croatian consumers. The findings reveal that consumers with high brand involvement are significantly more likely to perceive CSR initiatives positively, viewing such brands as more ethical and trustworthy. Conversely, consumers with low brand involvement exhibit less sensitivity to CSR activities, often prioritising other factors such as price and product quality. The research also highlights the role of demographic variables, indicating that more educated and socially aware consumers are more inclined to value CSR in their purchasing decisions. The study concludes that CSR plays a critical role in enhancing brand loyalty and brand image, especially among segments of the population that are more engaged and informed. These insights contribute to a broader understanding of the strategic importance of CSR in contemporary marketing practices and offer valuable guidance for brands seeking to strengthen their market position through socially responsible initiatives.