Sökning: "Malin Näsholm"
Hittade 1 uppsats innehållade orden Malin Näsholm.
1. Corporate Social Responsibility in Branding : A Study of The Body Shop's Visitor's Attitudes and Purchase Decisions
Kandidat-uppsats, Handelshögskolan vid Umeå universitetSammanfattning : Title Corporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and purchase decisions Authors Sara Lundgren El-Salhy & Amanda Lundmark Seminar Date 2009-06-02 Level C-level Thesis Tutor Malin Näsholm Keywords CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase Decision Problem Previous research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes? Purpose To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision. LÄS MER
