CSR's effect on brand image

  • Elly Gudjonsdottir
  • Albina Jusubova

    Student thesis: Bachelor

    Abstract

    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.

    Date of Award2015-Nov-13
    Original languageEnglish
    SupervisorChrister Ekelund (Supervisor) & Heléne Tjärnemo (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)

    Keywords

    • csr
    • corporate social responsibility
    • brand image
    • service industry
    • marketing

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