Philanthropy, integration and innovation? Exploring consumer responses to different types of corporate social responsibility under different product involvement and brand equity context

• المؤلفون الرئيسيون: Chua, Terence Jin Han, Pang, Michelle Bao Juan, Tan, Sheng Lin
• مؤلفون آخرون: Ng Sok Ling, Sharon
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing::Social; DRNTU::Business::Marketing::Communication
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/51542

In today's competitive market, an increasing number of organizations are engaging in Corporate Social Responsibility (CSR) as a strategic tool because of its positive effect on society. This has brought about the implementation of various forms of CSR initiatives over the years. However, in add...