Essays about: "Malin Friberg"

Found 1 essay containing the words Malin Friberg.

  1. 1. Creating a Socially Responsible Brand Attitude

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Ella Huynh; Malin Friberg; [2014]
    Keywords : Corporate Social Responsibility; Consumer brand attitude; Congruence; Philanthropy; Corporate Responsibility Integration;

    Abstract : This thesis aims to investigate how consumer brand attitude is influenced by Corporate Social Responsibility (CSR) activities. By drawing on congruity theory and by using the company-cause-customer fit model developed by Gupta and Pirsch (2006) an investigation has been undertaken in order to understand how consumer brand attitude is affected in CSR-related contexts. READ MORE