Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.22/644
Título: Supermarkets in Portugal: corporate social responsibility image, attitude towards the brand and purchase intention
Autor: Pereira, Inês Veiga
Palavras-chave: Brand attitude
Purchase intention
Social responsibility
Data: 2010
Editora: IAPNM
Resumo: Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR image and attitude towards the brand. Further, the results offer empirical evidence that CSR image and brand attitude influence purchase intention of supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards the brand than CSR image.
URI: http://hdl.handle.net/10400.22/644
Aparece nas colecções:ISCAP - Gestão - Comunicações em eventos científicos

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