Sökning: "SAS Nyckelord: CSR"

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  1. 1. CSR - Flygbranschens bästa fiende

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Felix Östlund; Anton Vanhatalo Van Rijn; Oscar Tiberg; [2013]
    Nyckelord :Keywords: CSR; consumer based brand equity; CSR Communications; CSM; brand equity; SAS Nyckelord: CSR; konsumentbaserat varumärkeskapital; CSR-kommunikation; varumärkeskapital; Social Sciences;

    Sammanfattning : 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