Influence of CSR Activity on Brand Equity : Mediation Effect of Product and Service Quality Evaluation

Volume: 11, Issue: 12, Pages: 395 - 402
Published: Dec 28, 2011
Abstract
Recently, Corporate Social Responsibility(CSR) is essential corporate activity to establish favorable corporate image and sustainability management. But it has been a little research that investigate relationship between CSR in corporate level and marketing performance in individual brand level. This paper investigate relationship between CSR activities and brand equity, moderating effect of product quality and service quality on the...
Paper Details
Title
Influence of CSR Activity on Brand Equity : Mediation Effect of Product and Service Quality Evaluation
Published Date
Dec 28, 2011
Volume
11
Issue
12
Pages
395 - 402
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