The harmony between CSR activities and business objectives matters: An explorative research on CSR-brand fit and brand image
2022 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesis
Abstract [en]
Brands implement some strategies in choosing the right marketing activities and engaging in CSR activities in order to build up a positive brand image in the consumer's mind and to influence their perceptions. “CSR-brand fit” is the level of matching between a company's objective and the implemented CSR activities. The purpose of this study is to explore how CSR implemented activities by a brand could positively influence brand image when those activities are in line with the business objectives of a brand. The study is done by the qualitative strategy with the abductive approach reasoning. Nine unstructured interviews were conducted in order to collect the data needed. Three cases were used presenting a “CSR-brand high fit” so the authors could explore how the “CSR-brand high fit” influences the brand image. The authors found that customers consider the high fit as something reasonable and makes common and logical sense.
Place, publisher, year, edition, pages
2022. , p. 76
Keywords [en]
CSR, brand image, CSR-brand fit
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-113980OAI: oai:DiVA.org:lnu-113980DiVA, id: diva2:1668836
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2022-06-01, Myrdal, 08:00 (English)
Supervisors
Examiners
2022-06-142022-06-132022-06-14Bibliographically approved