Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility

This research aims to develop the model of corporate social responsibility (CSR) image in building brand equity as empirical support for the model proposed by Chahal and Sharma (2006) and Hoeffler and Keller (2002). Data from 564 individual potential consumers were collected using on-line and off-li...

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Veröffentlicht in:	Contemporary Economics 2019-09, Vol.13 (3), p.317-334
Hauptverfasser:	Pinto, João Braz, Andrade, João de Sousa
Format:	Artikel
Sprache:	eng
Schlagworte:	Accounting - Business Administration and CSR Communication Brand Equity Brand image Brands Business Economy / Management Business models Communication Company Credibility Consumer research Consumers Corporate social responsibility Credibility CSR Image Equity Marketing / Advertising Social aspects Social responsibility Surveys
Online-Zugang:	Volltext
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