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Resumo(s)
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.
Descrição
Palavras-chave
Brand attitude Purchase intention Social responsibility