TITLE

How Corporate Social Responsibility Influences Brand Equity

AUTHOR(S)
CREEL, TIMOTHY
PUB. DATE
August 2012
SOURCE
Management Accounting Quarterly;Summer2012, Vol. 13 Issue 4, p20
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
CORPORATE SOCIAL RESPONSIBILITY RELATES TO THE ACTIONS OF COMPANIES TOWARD THEIR COMMUNITIES, SOCIAL CAUSES, AND THE ENVIRONMENT. THE SOCIALLY RESPONSIBLE BEHAVIOR OF TARGET, BEST BUY, AND LOWE'S IS EXAMINED IN RELATION TO MEASURES OF BUILDING BRAND EQUITY THROUGH THE FOLLOWING MEANS: BUILDING BRAND AWARENESS, ENHANCING BRAND IMAGE, ESTABLISHING BRAND CREDIBILITY, EVOKING BRAND FEELINGS, CREATING A SENSE OF BRAND COMMUNITY, AND ELICITING BRAND ENGAGEMENT.
ACCESSION #
82600881

 

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