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CSR's effect on brand image

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hkr-14997
Date January 2015
CreatorsGudjonsdottir, Elly, Jusubova, Albina
PublisherHögskolan Kristianstad, Sektionen för hälsa och samhälle, Högskolan Kristianstad, Sektionen för hälsa och samhälle
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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