Evaluating the effectiveness of brand activism as a marketing strategy on the purchase behavior of De La Salle University-Manila’s batch 117 ABM track senior high school students

• Main Authors: Mones, Emma Lourdes R., Mones, Reynaldo A., Agpawa, Chelsea Louise B., Grijaldo, Chikara Jane S., Lungay, Bea T., Quodala, Clarisse Antoinette M.
• Format: text
• Published: Animo Repository 2019
• Subjects: Branding (Marketing); Consumer behavior; Students as consumers—Philippines—Manila; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/10893
• Institution: De La Salle University

With the people's growing concern towards social, political, and environmental issues, people and businesses alike are taking a step towards solving issues through the use of brand activism, a form of corporate social responsibility. This study aims to determine the effectiveness of brand activ...