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Digital Brand Communication: The Impact of Corporate Social Responsibility on Brand Coolness.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Digital Brand Communication: The Impact of Corporate Social Responsibility on Brand Coolness./
作者:	Condesso, Beatriz Silva.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	49 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
Contained By:	Dissertations Abstracts International83-12A.
標題:	Access to information. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29083934
ISBN:	9798819340851

Digital Brand Communication: The Impact of Corporate Social Responsibility on Brand Coolness.
Condesso, Beatriz Silva.

Digital Brand Communication: The Impact of Corporate Social Responsibility on Brand Coolness. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 49 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: A.

Thesis (M.I.M.)--Universidade NOVA de Lisboa (Portugal), 2021.

This item must not be sold to any third party vendors.

Corporate social responsibility (CSR) has become a trending topic among younger generations, and companies strive to create and increase customer engagement and brand coolness (BC) in social media networks. However, how CSR initiatives affect consumer's perception on BC is still unknown. This study analyzes the relationship between CSR initiatives and BC through social media platforms and the influence that cultural dimensions have on BC, such as altruism (ALT), collectivism (CLT) and individualism (IND). Furthermore, this research evaluates the effect on consumer's prosocial behavior and the impact that has on brand loyalty (BL) and positive word-of-mouth (WOM) regarding BC. The current study adds knowledge to the BC literature by identifying CSR as a new characteristic that is revealed to be an important dimension that has a significantly impact on prosocial behavior (PB). Consequently, consumer's prosocial behavior demonstrates to have an impact on BL and positive WOM. Regarding cultural dimension, ALT was revealed to have influence on CSR, and CLT on BC and PB. However, and surprisingly, IND does not affect CSR. Overall, our research makes important contributions to understand consumer's perception about BC with CSR initiatives through social media platforms and give to companies' important insights for future CSR implementations.

ISBN: 9798819340851Subjects--Topical Terms:

3681263
Access to information.

Digital Brand Communication: The Impact of Corporate Social Responsibility on Brand Coolness.
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520 $a Corporate social responsibility (CSR) has become a trending topic among younger generations, and companies strive to create and increase customer engagement and brand coolness (BC) in social media networks. However, how CSR initiatives affect consumer's perception on BC is still unknown. This study analyzes the relationship between CSR initiatives and BC through social media platforms and the influence that cultural dimensions have on BC, such as altruism (ALT), collectivism (CLT) and individualism (IND). Furthermore, this research evaluates the effect on consumer's prosocial behavior and the impact that has on brand loyalty (BL) and positive word-of-mouth (WOM) regarding BC. The current study adds knowledge to the BC literature by identifying CSR as a new characteristic that is revealed to be an important dimension that has a significantly impact on prosocial behavior (PB). Consequently, consumer's prosocial behavior demonstrates to have an impact on BL and positive WOM. Regarding cultural dimension, ALT was revealed to have influence on CSR, and CLT on BC and PB. However, and surprisingly, IND does not affect CSR. Overall, our research makes important contributions to understand consumer's perception about BC with CSR initiatives through social media platforms and give to companies' important insights for future CSR implementations.
520 $a A Responsabilidade Social Corporativa (CSR) tem vindo a tornar-se um tema tendencia entre as geracoes jovens e as empresas esforcam-se para criar e aumentar o customer engagement e o brand coolness (BC) nas redes sociais. No entanto, como as iniciativas de CSR afetam a percecao do consumidor sobre o BC e ainda desconhecido. Este estudo analisa a relacao entre CSR e BC atraves das redes sociais e a influencia que as dimensoes culturais tem na BC, como o altruismo (ALT), coletivismo (CLT) e o individualismo (IND). Esta pesquisa avalia o efeito sobre o comportamento pro-social (PB) do consumidor e o impacto que tem na lealdade a marca (BL) e no passa-palavra (WOM) positivo em relacao ao BC. O estudo identificou a CSR como uma nova caracteristica que revelou ter um impacto significativo no PB. Consequentemente, o PB do consumidor demonstra ter um impacto sobre BL e WOM positivo. Em relacao a dimensao cultural, o ALT revelou ter influencia na CSR, e o CLT na BC e PB. Surpreendentemente, o IND nao afeta a CSR. No geral, este estudo permite entender a percecao do consumidor sobre BC com iniciativas de CSR atraves das redes sociais e proporciona as empresas informacoes importantes para futuras implementacoes de CSR.
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