Building company reputation and brand equity through CSR: the mediating role of trust

Volume: 33, Issue: 6, Pages: 840 - 856
Published: Sep 8, 2015
Abstract
Purpose – The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India. Design/methodology/approach – A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural...
Paper Details
Title
Building company reputation and brand equity through CSR: the mediating role of trust
Published Date
Sep 8, 2015
Volume
33
Issue
6
Pages
840 - 856
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