Sökning: "Oscar Tiberg"
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1. CSR - Flygbranschens bästa fiende
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Purpose: This thesis seeks to contribute with knowledge of how the consumer-based brand equity can be affected by CSR communication in the business of aviation. Method: In order to reach the purpose of this essay we used mixed methods; carried out a quantative survey, a qualitative interview with SAS head of CSR and conducted a content analysis of SAS CSR communications Conclusion: If an airline takes social responsibility its consumer-based brand equity can be influenced in a positive direction. LÄS MER
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