Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/13334
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dc.contributor.authorSinha, Piyush Kumar
dc.contributor.authorMishra, Hari Govind
dc.contributor.authorSingh, Sarabjot
dc.date.accessioned2015-04-23T05:58:39Z
dc.date.available2015-04-23T05:58:39Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/11718/13334
dc.description.abstractThe present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra effort for that brand, provided the donation amount invested by companies should be high as much high as company can provide for the cause. Elaborative offers and attitude toward the advertisement affect the social brand image of the company, and these two affects along with brand image produce positive results on brand loyalty among consumers for such low involvement products.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management, Ahmedabaden_US
dc.relation.ispartofseriesWP;2397
dc.subjectSocial Responsibilityen_US
dc.subjectBrand Loyaltyen_US
dc.subjectITCen_US
dc.subjectConsumeren_US
dc.titleImpact of consumer social responsibility and brand social responsibility image on brand loyaltyen_US
dc.typeWorking Paperen_US
Appears in Collections:Working Papers

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