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Title: How corporate social responsibility can influence brand equity
Authors: Loureiro, S. M. C.
Souto, D.
Editors: William D. Nelson
Keywords: Brand equity
Brand knowledge and consumer responses
Corporate social responsibility
Literature review
Issue Date: 2018
Publisher: Nova Science Publishers
Abstract: The current chapter embraces a topic which is still underdeveloped in the literature: how Corporate Social Responsibility may or may not influence Brand Equity. Therefore, we conducted a literature review to analyse past studies on this topic. The results allow us to present the core studies and discuss them. In this context, we analyse four major aspects: types of CSR and brand-fit, effects on brand knowledge, effects on consumers’ responses: (purchase intentions) and brand-cause fit (polarized results).
Peer reviewed: yes
ISBN: 978-1-53614-189-4
Appears in Collections:BRU-CLI - Autoria de capítulos de livros internacionais

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