Philanthropy, integration and innovation? Exploring consumer responses to different types of corporate social responsibility under different product involvement and brand equity context

• Main Authors: Chua, Terence Jin Han, Pang, Michelle Bao Juan, Tan, Sheng Lin
• 其他作者: Ng Sok Ling, Sharon
• 格式: Final Year Project
• 語言: English
• 出版: 2013
• 主題: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing::Social; DRNTU::Business::Marketing::Communication
• 在線閱讀: http://hdl.handle.net/10356/51542
• 機構: Nanyang Technological University

In today's competitive market, an increasing number of organizations are engaging in Corporate Social Responsibility (CSR) as a strategic tool because of its positive effect on society. This has brought about the implementation of various forms of CSR initiatives over the years. However, in add...