Publicação
Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand
| Resumo: | Corporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity. |
|---|---|
| Autores principais: | Vasiukov, Denis |
| Assunto: | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| _version_ | 1867172952786599936 |
|---|---|
| author | Vasiukov, Denis |
| author_facet | Vasiukov, Denis |
| author_role | author |
| contributor_name_str_mv | Fernandes, Paula O. Victorovna Pashkina, Olga Biblioteca Digital do IPB |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Vasiukov, Denis\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Fernandes, Paula O. Victorovna Pashkina, Olga Biblioteca Digital do IPB |
| datacite.creators.creator.creatorName.fl_str_mv | Vasiukov, Denis |
| datacite.date.Accepted.fl_str_mv | 2017-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2017-11-28T17:09:44Z |
| datacite.date.embargoed.fl_str_mv | 2017-11-28T17:09:44Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| datacite.titles.title.fl_str_mv | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| dc.contributor.none.fl_str_mv | Fernandes, Paula O. Victorovna Pashkina, Olga Biblioteca Digital do IPB |
| dc.creator.none.fl_str_mv | Vasiukov, Denis |
| dc.date.Accepted.fl_str_mv | 2017-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2017-11-28T17:09:44Z |
| dc.date.embargoed.fl_str_mv | 2017-11-28T17:09:44Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10198/14668 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by-nc/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| dc.title.fl_str_mv | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Corporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://bibliotecadigital.ipb.pt/bitstreams/aa26a059-390f-44f0-aa63-51c497ea8580/download |
| id | ipb_9f8f8d376d761f4daced4e27c4db2250 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10198/14668 |
| instacron_str | ipb |
| institution | Instituto Politécnico de Bragança |
| instname_str | Instituto Politécnico de Bragança |
| language | eng |
| network_acronym_str | ipb |
| network_name_str | Biblioteca Digital do IPB |
| oai_identifier_str | oai:bibliotecadigital.ipb.pt:10198/14668 |
| organization_str_mv | urn:organizationAcronym:ipb |
| person_str_mv | Vasiukov, Denis |
| publishDate | 2017 |
| reponame_str | Biblioteca Digital do IPB |
| repository_id_str | urn:repositoryAcronym:ipb |
| service_str_mv | urn:repositoryAcronym:ipb |
| spelling | engpt_PTCorporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity.application/pdfpt_PTCorporate social responsibility in customer-based brand equity: general customers perception of «activia» brandVasiukov, DenisFernandes, Paula O.Victorovna Pashkina, OlgaHostingInstitutionOrganizationalBiblioteca Digital do IPBe-mailmailto:dspace@ipb.ptdspace@ipb.ptURNurn:tid:2017846962017-11-28T17:09:44Z20172017-01-01T00:00:00ZHandlehttp://hdl.handle.net/10198/14668http://purl.org/coar/access_right/c_abf2open accessActivia brandBrandCustomer-Based Brand EquityCorporate Social ResponsibilityLoyalty875794 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesis2017http://creativecommons.org/licenses/by-nc/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://bibliotecadigital.ipb.pt/bitstreams/aa26a059-390f-44f0-aa63-51c497ea8580/download |
| spellingShingle | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand Vasiukov, Denis Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| status | SINGLETON |
| subject.fl_str_mv | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| title | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| title_full | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| title_fullStr | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| title_full_unstemmed | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| title_short | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| title_sort | Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand |
| topic | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| topic_facet | Activia brand Brand Customer-Based Brand Equity Corporate Social Responsibility Loyalty |
| url | http://hdl.handle.net/10198/14668 |
| visible | 1 |