A study on the effects of corporate social responsibility (CSR) initiatives on the brand equity of Tully's Coffee.

• Main Authors: Chng, Yi Jun., Phua, Kwang Hup., Ho, Harsosudiro Denys.
• Other Authors: Yeo Chuan Seng, Victor
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Social
• Online Access: http://hdl.handle.net/10356/21207
• Institution: Nanyang Technological University

In recent times, there is much media attention and speculation on corporate social responsibility (CSR) being a sustainable and long-term brand value. CSR is now recognized as a brand differentiator for many businesses. This report serves to draw findings from the perception of tertiary students on the extent to which CSR enhances brand equity. This is in the context of a new gourmet coffee chain, Tully’s Coffee, operating in Singapore. A causal research is conducted through the dissemination of a self-administered online survey to a sample of tertiary student population in Singapore. Survey results show that CSR initiatives have the strongest effect on brand awareness, followed by association, loyalty and perceived quality. Managerial implications are discussed. The report then ends with a holistic recommendation on the different constructs of Tully’s Coffee CSR-brand equity. The findings from this case study will serve to be useful for other similar gourmet coffee chains which are looking in incorporating CSR into their operations and marketing communications.