Evaluation of Corporate Social Responsibility on Brand Equity

Margav Soni

Diplomová práce

Abstract:

Research Methodology The thesis will be divided into two parts. First section will be theoretical part which will be concentrating on collecting secondary data with the help of the published literature that is currently accessible on the different aspects like Customer loyalty, customer’s association with brand, customer’s awareness regarding brand and brand equity to provide a detailed picture of the current level of understanding on the present topic. Second section will concentrate on the practical part whereby primary data will be collected. Primary data will be used to examine the impact of Corporate Social Responsibility on Brand Equity. Data regarding the CSR activities undertaken by the companies, the perception of the customers regarding CSR, as well as undertaking of CSR activites leading to brand recognition, awareness, association, loyalty and equity amongst the customers will be examined. Data will be obtained using the questionnaire survey method, through a structured close ended questionnaire via google forms. A link to the questionnaire will be circulated through the social media platforms like Whatsapp, Instagram, Facebook, Etc. Non-Probability Convenience sampling technique is used and a sample size of 150-200 respondents have been selected for the study purpose. The data collected will be analyzed using SPSS software and Microsoft office excel.

Keywords

Brand Equity, Business Ethics, Corporate social responsibility

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 12. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2025
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Jana Kanalošová, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration