A study on the impact of corporate social responsibility on the brand equity of McDonald’s and KFC in Singapore.

• Main Authors: Koh, Ren Kiat., Seet, Kenneth Wenlei., Seng, Robin Swee Meng.
• Other Authors: Lim-Lum Kit Wye
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::General::Economic and business aspects; DRNTU::Business::General::Social aspects; DRNTU::Business::Marketing::Research
• Online Access: http://hdl.handle.net/10356/51402
• Institution: Nanyang Technological University

This study investigates the impact of Corporate Social Responsibility (CSR) on the brand equity of two fast food chains in Singapore, McDonald’s and Kentucky Fried Chicken (KFC). According to Carroll’s Model, we aim to determine which of the following factors: Economic Responsibility, Legal Responsibility, Ethical Responsibility, Philanthropic Responsibility, and finally Environmental Responsibility is the most important factor in contributing to the brand equity of the two fast food companies. We further aim to establish the relationship, whether it is a positive or negative correlation between each of the factors and the brand equity of the companies.