The influence of corporate social responsibility(CSR) and irresponsibility(CSIR) on the brand from the customer perspective

Chen, Ning-xin (2017) The influence of corporate social responsibility(CSR) and irresponsibility(CSIR) on the brand from the customer perspective. [Dissertation (University of Nottingham only)]

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Abstract

Responsibility issues have increasingly been the concerns in the business context. And the target of this thesis is to describe and evaluate how the company’s CSR and CSIR activities are influencing its customer-based brand. And this research focuses on the customer perception of socially responsible and irresponsible corporate behavior with brands. In the thesis, the literature on the CSR and CSIR issues as well as brand review are presented to provide a theoretical framework and establish a relationship between customer preferences and responsible actions. CSR awareness, significance, and transferability are three aspects to investigate the impacts on the brand.

Focus group interviews and descriptive case study have been selected to conduct a qualitative research. A well-known brand Starbucks is case company to perform relevant concerns in a real context. And the thesis has drawn a conclusion that it is important for companies to form CSR and CSIR awareness of consumers, to accept the positive attitudes towards the brand by CSR concerns and decrease the mistakes through customers’ perception of CSIR behaviors. Those marketing messages and company responsibility targets help companies to increase CSR awareness. The empirical findings have strengthened the previous research and an important finding that the desired impacts should be based on the pre-understanding of CSR and CSIR actions of the specific brand.

Item Type: Dissertation (University of Nottingham only)
Depositing User: CHEN, Ningxin
Date Deposited: 12 Apr 2018 10:10
Last Modified: 17 Apr 2018 15:14
URI: http://eprints.nottingham.ac.uk/id/eprint/45851

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