Essays about: "Jiajun Wu"

Found 1 essay containing the words Jiajun Wu.

  1. 1. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jiajun Wu; Wanying Huang; [2020]
    Keywords : Corporate social responsibility; Consumer-based brand equity; Consumer involvement; Signaling theory;

    Abstract : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. READ MORE