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Original paper

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

Volume: 22, Issue: 3, Pages: 387 - 403
Published: May 17, 2018
Abstract
Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the...
Paper Details
Title
Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image
Published Date
May 17, 2018
Volume
22
Issue
3
Pages
387 - 403
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