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The harmony between CSR activities and business objectives matters : An explorative research on CSR-brand fit and brand image

Brands implement some strategies in choosing the right marketing activities and engaging in CSR activities in order to build up a positive brand image in the consumer's mind and to influence their perceptions. “CSR-brand fit” is the level of matching between a company's objective and  the implemented CSR activities. The purpose of this study is to explore how CSR implemented activities by a brand could positively influence brand image when those activities are in line with the business objectives of a brand. The study is done by the qualitative strategy with the abductive approach reasoning. Nine unstructured interviews were conducted in order to collect the data needed. Three cases were used presenting a “CSR-brand high fit” so the authors could explore how the “CSR-brand high fit” influences the brand image. The authors found that customers consider the high fit as something reasonable and makes common and logical sense.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-113980
Date January 2022
CreatorsYamamoto, Noa, Zarkawi, Anas
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
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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