Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty

H. Govind Mishra; P. Kumar Sinha; S. Singh; S. Koul

Volume 3, Issue 4 , October 2013, , Pages 297-309

  The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. ...  Read More