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Corporate social responsibility in Brand equity: A study on how CSR can increase local franchised fast food restaurants brand equity.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Introduction: Research claims that it is hard to divide the responsibility for the local

community between the franchisee and the franchisor because of the franchisee does

not have clear understanding to what degree they should be committed to local CSR.

This research will study the importance of philanthropic CSR activities on local level

and see if these activities can be used to strengthen fast food companies’ brand equity.

Purpose: To further investigate the importance of philanthropic CSR activities on

local level and see if these activities can be used to strengthen fast food companies

brand equity.

Research questions: Research have shown that fast food companies are involved in

different kinds of philanthropic CSR activities, what part of brand equity has to be

dealt with first? What are the important factors in building brand equity with

philanthropic CSR activities? How important is the focus on local activities for

franchised fast food companies when it comes to the philanthropic CSR activities?

Methodology: This study is targeting the population of Kronobergs region between

18 and 64 years old. The literature review showed that the field of CSR effects on

brand equity needed further studies. A construction of four variables within

philanthropic CSR was matched towards brand equity with a sample size of 192.

Conclusion: There is a weak positive significant relationship between CSR and brand

equity in this study around fast food companies. As authors, we believe that the

customers’ awareness is too low, for CSR to affect brand equity the level of awareness

needs increase to motivate internal stakeholders for further investments in

philanthropic CSR and to get more response from local citizen.

Place, publisher, year, edition, pages
2015. , 88 p.
Keyword [en]
Corporate social responsibility, Fast food restaurants, Franchise, Brand
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-46231OAI: oai:DiVA.org:lnu-46231DiVA: diva2:853221
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2015-09-14 Created: 2015-09-11 Last updated: 2015-09-14Bibliographically approved

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