Philanthropy, integration and innovation? Exploring consumer responses to different types of corporate social responsibility under different product involvement and brand equity context

Philanthropy, integration and innovation? Exploring consumer responses to different types of corporate social responsibility under different product involvement and brand equity context

In today's competitive market, an increasing number of organizations are engaging in Corporate Social Responsibility (CSR) as a strategic tool because of its positive effect on society. This has brought about the implementation of various forms of CSR initiatives over the years. However, in add...

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Bibliographic Details
Main Authors: Chua, Terence Jin Han, Pang, Michelle Bao Juan, Tan, Sheng Lin
Other Authors: Ng Sok Ling, Sharon
Format: Final Year Project (FYP)
Language:English
Published: 2013
Subjects:
DRNTU::Business::Marketing::Consumer behavior
DRNTU::Business::Marketing::Social
DRNTU::Business::Marketing::Communication
Online Access:http://hdl.handle.net/10356/51542

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