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AN ANALYSIS OF THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON BUILDING BRAND EQUITY: A CASE STUDY ON NESTLE, UK

Harvard, 12000 Words

Abstract

 

Today the brand awareness of consumers is increasing and to exist in the market CSR is being used as the most vital marketing instrument. CSR is playing a vital role for recognition and construction of brand image. Nestle is growing rapidly for increasing the demand. For this reason they are faced huge competition in market place. On the other hand the brand switching is very high in this sector. So, CSR is very necessary for the Nestle.

This research is collected data from 100 loyal customers of Nestle and from some employee that making a significant outcome on brand equity and brand awareness. This research is adopted appropriate methods and justifies those methods according to this research.

 

 

 

 

 

 

 

 

 

 

 

 

 

Table of Contents

Acknowledgement

Supervisor’s Declaration

Student’s Declaration

Abstract

1        Chapter One: Introduction

1.1       Introduction

1.2       Background of the research

1.3       Rationale for study

1.4       Research Aim, Objectives, Questions and Hypothesis

1.4.1        Research Aim

1.4.2        Research Objectives

1.4.3        Research Questions

1.4.4        Research Hypothesis

1.4.5        Structure of research

2        Literature review

2.1       Introduction

2.2       Brand and Brand Equity

2.3       Corporate Social Responsibility

2.3.1        Dimensions of CSR

2.3.2        Affected parties of CSR

2.3.3        Steps to implement CSR in the firm

2.4       Brand name of Nestle

2.5       Consumer purchase decision is influenced by the CSR activities rather than brand profitability and quality

2.6       Conceptual Framework

2.7       Use of CSR in Food and Wellness Companies in Affecting Customer’ Attitude

2.8       CSR, the Development of Brand Equity and Company Performance

2.9       Conclusion

3        Research Design and Methodology Introduction

3.1       Type of investigation

3.2       Research Philosophy

3.3       Justification for choosing research philosophy

3.4       Research Approach

3.4.1        Justification for choosing research approach

3.5       Research Design

3.5.1        Justification for choosing research Design

3.6       Research Method

3.7       Data collection Process

3.7.1        Primary data

3.7.2        Secondary data collection

3.8       Sampling method

3.8.1        Justification for choosing sampling method

3.9       Sampling Issues

3.9.1        Accessible issues

3.9.2        Ethical issues

3.10         Data analysis and presentation

3.11         Research limitation

3.12       Conclusion

4        Data Analysis & Research Findings

4.1       Introduction

4.2       Online Questionnaires:

4.3       Dept. Management Interview

4.4       Key research Findings:

4.5       Consequence from these Findings

4.6       Conclusion

5        Conclusion & Recommendation

5.1       Conclusion

5.2       Recommendation

5.3       Achieve Research Objectives

5.4       Limitation of the Research

5.5       Further Research Issue

5.6       Ethical issues:

5.7       Personal Development

6        References

7        Appendices A

Appendix 1: Online Questionnaires:

Appendix 2: Dept. Management Interview