CSR's effect on brand image
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?”
This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.
Place, publisher, year, edition, pages
2015. , 50 p.
CSR, corporate social responsibility, brand image, service industry, marketing
IdentifiersURN: urn:nbn:se:hkr:diva-14997OAI: oai:DiVA.org:hkr-14997DiVA: diva2:867885
Degree of Bachelor of Science in Business and Economics
UppsokSocial and Behavioural Science, Law
Tjärnemo, Heléne, Universitetslektor i företagsekonomi