CSR as a Marketing Tool : a Case Study of Fast Food Restaurant in MalaysiaTools Abdul Razak, Armiza (2014) CSR as a Marketing Tool : a Case Study of Fast Food Restaurant in Malaysia. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractThe use of corporate social responsibility (CSR) as being an efficient marketing tool would be matter that is being researched, especially with the increasing awareness of consumers about the importance of commercial organizations doing business in ways that do not harm the consumers or the environment. The aim of the research will be to obtain data from qualitative data in order to determine whether using CSR as being a marketing tool would bring a higher level of efficiency in the marketing campaign outcome of organizations in terms of increasing awareness of the organizations brand among consumers as well as helping to generate positive word of mouth communication. The researcher would use fast food companies in Kuala Lumpur to carry out the analysis. The outcome of the research shows that using CSR in the present day marketing environment would be very important towards ensuring business sustainability. It was also determined that using CSR as being a marketing tool by companies is very appropriate when it comes to enhance organizational competitiveness. It was also determine that using CSR as being a marketing tool by fast food companies in Kuala Lumpur would positively change the perception of members of society towards a particular fast food brand and create brand value.
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