Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
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
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.
2015. , 88 p.