In a Media Post article a brand study (among College Students) concludes that brands are more favourably viewed for social responsibility acts than other criteria like 'great image' & celebrity endorsements.
Among specific brands mentioned by college students, Ben & Jerry's was admired for its "Lick Global Warming" campaign, while Newman's Own earned praise for donating all profits to charity. Burt's Bees, Yoplait, and the Body Shop also fared well.
It's nice to see that companies doing the 'right thing' are rewarded for these good actions.