The impact of corporate social responsibility on brand equity of Indian firms

Volume: 20, Issue: 1, Pages: 64 - 86
Published: Aug 14, 2019
Abstract
The purpose of this study was to investigate the nexus of corporate social responsibility (CSR) and brand equity (BE). Although numerous studies have been conducted in this domain, conflicting results are reported. This is because prior studies did not consider the role of mediating and/or confounding factors, which can change the direction of the relationship. Therefore, this study has considered brand awareness (BA), brand image (BI), brand...
Paper Details
Title
The impact of corporate social responsibility on brand equity of Indian firms
Published Date
Aug 14, 2019
Volume
20
Issue
1
Pages
64 - 86
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