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

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...

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Bibliographic Details
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:
Online Access:http://hdl.handle.net/10356/21207
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Institution: Nanyang Technological University
Language: English

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