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C/B/4178. Dissertation. Relationship between Corporate Social Responsibility and Brand Image of Food Retailers
- WORDS:
- 16800
- DATE:
- 2011
- PRICE:
- 169.99 GBP
The dissertation investigates motivational factors behind consumer choices aiming to establish whether corporate social responsibility (CSR) and “green” food marketing are becoming increasingly important for consumer behaviour towards food purchasing. Literature is reviewed on the CSR theory, branding theory, the link between CSR and shareholder profit, CSR and corporate culture, ethical practices in the food retail industry, influences of “green” food on consumers, etc. The methodology of the research includes analysis of secondary data and primary data obtained via questionnaires. Conclusions are made about consumer trends in buying behaviour towards the brands of food retailers that identify with CSR and green products.
KEYWORDS: Dissertation, Corporate Social Responsibility, CSR, Brand Image, Food Retailers, green food, consumer behaviour,
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