| Keywords [eng] |
Brand social responsibility actions, perceived brand value, consumer attitude towards brand, brand economic responsibility actions, brand legal Responsibility actions, brand ethical responsibility actions, brand philanthropic responsibility actions |
| Abstract [eng] |
The Impact of Brand Social Responsibility Actions on Perceived Brand Value This thesis's main purpose is to assess how the impact of brand social responsibility actions on perceived brand value. The work consists of three main parts: analysis of literature, development of the research methodology, and empirical findings. The thesis paper's essence is presented in the introduction; the thesis paper ends with conclusions, recommendations, references, and annexes. Literature analysis presents the main key brand social responsibility actions models (rand Economic Responsibility actions, Brand Legal Responsibility actions, Brand Ethical Responsibility actions, and Brand Philanthropic Responsibility actions), the perceived value of the brand. It is followed by the consumer attitude towards perceived brand value. This analysis allows identifying consumer attitude can be used as a mediating variable and moderating variable. The research methodology is based on the modified CSR Model, including the relevant factors in the analyzed situation. The main hypotheses include testing the impact of brand social responsibility on perceived brand value. Data is collected via an online survey, using convenience sampling. Research questionnaire is developed using the scales that had appropriate reliability in the earlier studies. The empirical analysis is performed based on 584 questionnaires. The key elements of the sample structure include: the proportion between male/female respondents is 23/77%; according to age; this data shows that people in the 18-25 age group are more willing to participate in social responsibility and perceived brand value surveys, majority of them have bachelor level education. As shown in the table below, the overall questionnaire's reliability is greater than 0.8, indicating that the reliability and allows the further analysis of data. The data analysis allows confirming the impact of brand social responsibility actions on increasing the perceived brand value. Brand ethical responsibility actions have the strongest influence on its perceived brand value. Additional analysis of the data shows that people in the 18-25 age group are more willing to participate in social responsibility and perceived brand value surveys. The brand may improve the promotion effect of brand social responsibility actions; it was also different based on gender. The brand is a resource for sustainable development and can bring long-term benefits. In recent years, companies out of their own brand long-term consideration, more and more emphasis on the importance of brand social responsibility actions among brand strategy. Actions by the brand of social responsibility, to attract sustained attention of the target group. Brand social responsibility is an indispensable part of the brand strategy. By distinguishing perceived brand value, the importance of different social responsibility actions at different stages is determined. Long-term brand legal responsibility actions can have a stronger impact on increasing the perceived brand value. In future brand management, the brand should pay more attention to whether legal responsibility actions can positively guide consumers. |
