Avancerad sökning

Hittade 1 uppsats som matchar ovanstående sökkriterier.

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