How corporate social responsibility can influence brand equity
The current chapter embraces a topic which is still underdeveloped in the literature: how Corporate Social Responsibility may or may not influence Brand Equity. Therefore, we conducted a literature review to analyse past studies on this topic. The results allow us to present the core studies and dis...
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| Format: | bookPart |
| Language: | eng |
| Published: |
2019
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| Online Access: | https://ciencia.iscte-iul.pt/id/ci-pub-53384 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/17303 |
| Summary: | The current chapter embraces a topic which is still underdeveloped in the literature: how Corporate Social Responsibility may or may not influence Brand Equity. Therefore, we conducted a literature review to analyse past studies on this topic. The results allow us to present the core studies and discuss them. In this context, we analyse four major aspects: types of CSR and brand-fit, effects on brand knowledge, effects on consumers’ responses: (purchase intentions) and brand-cause fit (polarized results). |
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