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...