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The harmony between CSR activities and business objectives matters: An explorative research on CSR-brand fit and brand image 
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2022 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent 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
Available from: 2022-06-14 Created: 2022-06-13 Last updated: 2022-06-14Bibliographically approved

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fulltext(860 kB)276 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf