H. Mishra

[ 1 ] - Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty

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 ef...