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Caliskan, Mehmet (2022) The Effect of Corporate Social Responsibility on Brand Image and Purchase Intention Case Study of Beko. Masters thesis, Dublin, National College of Ireland.
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Abstract
The purpose of Corporate Social Responsibility activities, which first entered the literature in the 1960s, was to support the environment, society and disadvantaged groups in the society.
The concept of CSR, which has gained more importance today, has proved to be a subject worth researching by finding more place in the literature, as corporate companies aim to make profits for themselves. With the development of technology and the emergence of many different companies all over the world, consumers have difficulty in choosing the companies from which they will buy products or services. Corporate companies, on the other hand, aimed to increase their brand image and awareness by focusing on CSR in order to turn this emerging complexity into an advantage and to carry their own brands one step ahead of their competitors and companies that will enter the market. In this context, companies aimed to influence the purchasing intentions of individuals at the same time with their brand image and CSR activities.
The aim of this study is to investigate the effect of CSR activities on brand image and purchase intention through the CSR activities of Beko, one of the leading white goods manufacturers in the world, and also to contribute to the elimination of the deficiency in the literature. In order to achieve this goal, firstly, previous theories and studies about the effects of CSR on brand image and purchase intention were examined. In the implementation phase of the study, the data obtained from the interviews with the people selected with the Snowball technique were collected and the research hypotheses were tested by analyzing these collected data with the content analysis method.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Cullen, Brendan UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Business Ethics H Social Sciences > HF Commerce > Marketing > Public Relations |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Tamara Malone |
| Date Deposited: | 20 Mar 2023 10:35 |
| Last Modified: | 21 Mar 2023 15:36 |
| URI: | https://norma.ncirl.ie/id/eprint/6358 |
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