hkr.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Doing Well by Avoiding Bad: consumers' Perceptions of CSR and the Effect on Consumer-Based Brand Equity
Högskolan Kristianstad, Fakulteten för ekonomi.
Högskolan Kristianstad, Fakulteten för ekonomi.
2019 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Problem Formulation: The clothing industry is characterised by fierce competition and booming growth. Since the start of the century, clothing consumption has increased tremendously. While consumers are demanding more clothes at cheaper prices, interest for sustainable sourced clothes is also on the rise, especially amongst the younger population. Thus, engaging in CSR could offer potential brand advantages for companies competing in the clothing industry.

Purpose: The purpose of this thesis is to explain the relationship between consumers’ perceptions of the organisational actions that are perceived as “doing good”, “avoiding bad” and “doing bad”, and Consumer-Based Brand Equity.

Methodology: This thesis adopts a quantitative research method with questionnaires distributed physically at universities and shared in student Facebook-groups. The data collected from the questionnaire consists of 205 valid answers from students at Swedish universities.

Findings/Conclusions: The findings based on multiple regression analyses on the results of the distributed questionnaire suggest that organisational actions that are perceived as “avoiding bad” can positively affect Consumer-Based Brand Equity. Furthermore, the findings did not support that engagement in activities that are perceived as “doing bad” is detrimental to Consumer-Based Brand Equity, nor that philanthropic activities that are perceived as “doing good” positively affect Consumer-Based Brand Equity.

Ort, förlag, år, upplaga, sidor
2019. , s. 63
Nyckelord [en]
Consumer-based brand equity, corporate social responsibility, corporate social irresponsibility, clothing industry, organisational actions, doing good, avoiding bad, doing bad
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hkr:diva-19690OAI: oai:DiVA.org:hkr-19690DiVA, id: diva2:1337317
Ämne / kurs
Internationellt företagande och marknadsföring
Utbildningsprogram
MSc in Business Administration specialising in International Business and Marketing
Handledare
Examinatorer
Tillgänglig från: 2019-08-06 Skapad: 2019-07-12 Senast uppdaterad: 2019-08-06Bibliografiskt granskad

Open Access i DiVA

fulltext(1370 kB)38 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1370 kBChecksumma SHA-512
d33232d7e295dcc4cfef13cfe1ed186dfc17f712f19a8750ae6b91e986d790a7b6a0cb851ac84e01d8b305b2f025ed201c3655389ca5c1a5cd14423d645c40a1
Typ fulltextMimetyp application/pdf

Sök vidare i DiVA

Av författaren/redaktören
Alex, BengtssonFanny, Sundquist
Av organisationen
Fakulteten för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 38 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 108 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf