Publicação
Influence of corporate social responsibility on brand image, perceived quality, and consumer purchase intention in the German skincare market
| Resumo: | This study examines the influence of Corporate Social Responsibility (CSR) on brand image, perceived quality, and consumer purchase intention in the German skincare market. Through quantitative research, findings show that while CSR positively influences brand image and perceived quality, it does not significantly affect consumer purchase intention directly. However, CSR has a mediating effect on brand image and perceived quality, significantly increasing consumer purchase intention. The study highlights the importance of transparent communication of CSR activities to enhance brand image, perceived quality, and consumer purchase intention. These insights provide actionable recommendations for skincare brands to integrate CSR initiatives into their marketing strategies effectively. |
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| Autores principais: | Gaschina, John Paul |
| Assunto: | Sustainability Csr Skincare Brand image CEMS MIM |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study examines the influence of Corporate Social Responsibility (CSR) on brand image, perceived quality, and consumer purchase intention in the German skincare market. Through quantitative research, findings show that while CSR positively influences brand image and perceived quality, it does not significantly affect consumer purchase intention directly. However, CSR has a mediating effect on brand image and perceived quality, significantly increasing consumer purchase intention. The study highlights the importance of transparent communication of CSR activities to enhance brand image, perceived quality, and consumer purchase intention. These insights provide actionable recommendations for skincare brands to integrate CSR initiatives into their marketing strategies effectively. |
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