A Causal Model of Corporate Social Responsibility Affecting Customer-based Brand Equity (A Case Study of Automobile Manufacturers in Thailand)
Keywords:
Corporate social responsibility, Awareness, Intention to purchase, imageAbstract
Corporate social responsibility (CSR) activities are important for doing business because those activities show how business care about consumers and society. The purpose of this research is to examine a causal model of corporate social responsibility affecting customer-based brand equity. Researchers conducted a survey research of 406 samples. The finding indicated that corporate social responsibility (CSR) activities had a significant effect on awareness, intention to purchase, and creating a good image for the business.
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