Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty

نویسندگان

  • H. Mishra Shri Mata Vaishno Devi University, Jammu (J&K), India.
  • P. Sinha Indian Institute of Management, Ahmedabad, India.
  • S. Koul Shri Mata Vaishno Devi University, Jammu (J&K), India.
  • S. Singh Shri Mata Vaishno Devi University, Jammu (J&K), India.
چکیده مقاله:

The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra effort for that brand, provided the donation amount invested by companies should be high as much high as company can provide for the cause. Elaborative offers and attitude toward the advertisement affect the social brand image of the company, and these two affects along with brand image produce positive results on brand loyalty among consumers for such low involvement products. 

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impact of consumer social responsibility and brand social responsibility image on brand loyalty

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عنوان ژورنال

دوره 3  شماره 4

صفحات  297- 309

تاریخ انتشار 2013-10-01

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