The Impact of Corporate Social Marketing on Brand Equity Ingredients

Author(s)

Thi Hanh Nguyen , Thi Trang Nguyen ,

Download Full PDF Pages: 140-153 | Views: 574 | Downloads: 167 | DOI: 10.5281/zenodo.5040188

Volume 10 - January 2021 (01)

Abstract

Research shows that CSM is an important factor affecting CBBE (dairy products); more effective than advertising and delivery density. The study is evidence that consumer perceptions of CSM, CSM (perceptions) initiatives positively impact the 5 CBBE components (brand awareness, brand association, perceived quality, brand trust and brand loyalty). The results also show a positive impact relationship between CBBE components.

Keywords

Corporate social marketing, CSM, brand equity

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