Title: The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
Authors: Thi Hai Thuy, Ho
Hien Minh, Ha
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2020, roč. 10, č. 1, s. 31-44.
Issue Date: 2020
Publisher: Západočeská univerzita v Plzni
Document type: article
článek
URI: https://drive.google.com/file/d/1u_C-QLM8wrYKqsL1jB6WdFBzuWlixCSn/view
http://hdl.handle.net/11025/39592
ISSN: 1805-0603
Keywords: společenská odpovědnost podniků;image značky;supermarket Co.op;generace Z;Vietnam
Keywords in different language: corporate social responsibility;brand image;Co.opmart supermarket;generation Z;Viet Nam
Abstract in different language: The topic of Corporate Social Responsibility (CSR) continues to be a great importance to firms in their businesses, especially when the goal of company brand development associated with CSR activities. The study consists of literature review on CSR theories, concepts of brand image and quantitative analysis of the relationship between them, based on quantitative analysis of a survey on generation Z’s perception of CSR practices and brand image of Co.opmart – a well-known supermarket chain in Viet Nam. Research results show that some CSR aspects have positive impacts on the brand image of the supermarket chain.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 1 (2020)
Číslo 1 (2020)

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