Generating global brand equity through corporate social responsibility to key stakeholders
نویسندگان
چکیده
منابع مشابه
Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders
In this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to social responsible polices with other stakeholders. We test these theoretical contentions using panel...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 2012
ISSN: 0167-8116
DOI: 10.1016/j.ijresmar.2011.10.002