Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies
Description:
Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to ef…
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Date:
May 2020
Creator:
Muniz, Fernanda