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CSR's effect on brand image
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?”

This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely.  More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

Place, publisher, year, edition, pages
2015. , 50 p.
Keyword [en]
CSR, corporate social responsibility, brand image, service industry, marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-14997OAI: oai:DiVA.org:hkr-14997DiVA: diva2:867885
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-11-13 Created: 2015-11-06 Last updated: 2015-11-13Bibliographically approved

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CSR's effect on brand image(1429 kB)4082 downloads
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File name FULLTEXT01.pdfFile size 1429 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf