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Corporate social responsibility (CSR) and its impact on developing brand attitudes in the fast-moving consumer goods (FMCG) market in India

Bolia, Anuj Balwantsingh (2020) Corporate social responsibility (CSR) and its impact on developing brand attitudes in the fast-moving consumer goods (FMCG) market in India. Masters thesis, Dublin, National College of Ireland.

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Abstract

The concept of Corporate Social Responsibility (CSR) has been discussed and handled in many ways, in recent years, by different businesses and organisations. This has prompted managers and academics alike to express diverse concerns in integrating this idea into their practices. Accordingly, this dissertation aims to link the idea of CSR to brand attitudes through the use of primary research and existing literature. The FMCG market of an Asian country (India) is looked at within the framework of this dissertation. To develop a strong and informed understanding of attitudes, the tricomponent model of attitude was adopted after considering different attitude models. The primary research was then designed to assess the three components – cognitive, affective and conative. A mono-method research design involving quantitative data collection was employed for the same. Web-based questionnaires were used to gather data. A mix of analytical tools and techniques were made use of. The results indicated that CSR engagement generally has a positive impact on brand attitude, with the cognitive and affective components showing greater impact as compared to the conative component. Built on a sound primary research resulting from an extensive review of literature, make the findings of this dissertation significant for future examinations.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Governance
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 04 Feb 2021 11:19
Last Modified: 04 Feb 2021 11:19
URI: http://norma.ncirl.ie/id/eprint/4648

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