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
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing::Social; DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/51542
• Institution: 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...