Essays about: "Corporate Social Responsibility in Branding A study of The Body Shop’s visitors’ attitudes and p"
Found 1 essay containing the words Corporate Social Responsibility in Branding A study of The Body Shop’s visitors’ attitudes and p.
1. Corporate Social Responsibility in Branding : A Study of The Body Shop's Visitor's Attitudes and Purchase DecisionsUniversity essay from Umeå universitet/Handelshögskolan vid Umeå universitet; Umeå universitet/Handelshögskolan vid Umeå universitet
Abstract : TitleCorporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and purchase decisionsAuthors Sara Lundgren El-Salhy & Amanda LundmarkSeminar Date 2009-06-02Level C-level ThesisTutor Malin NäsholmKeywords CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase DecisionProblemPrevious research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes?Purpose To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision. READ MORE