The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam

The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam

The topic of Corporate Social Responsibility (CSR) continues to be a great importance to firms in their businesses, especially when the goal of company brand development associated with CSR activities. The study consists of literature review on CSR theories, concepts of brand image and quantitative...

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Bibliographic Details
Main Authors: Ho Thi Hai Thuy, Ha Hien Minh
Format: Article
Language:ces
Published: Vydavatelství ZČU v Plzni 2020-09-01
Series:Trendy v podnikání
Subjects:
corporate social responsibility (csr)
brand image
co.opmart supermarket
generation z
viet nam
Online Access:https://drive.google.com/file/d/1u_C-QLM8wrYKqsL1jB6WdFBzuWlixCSn/view
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spelling doaj-2cb60b6f1966417b938181e7a35c04d82020-11-25T03:56:17ZcesVydavatelství ZČU v PlzniTrendy v podnikání1805-06032020-09-011013144https://doi.org/10.24132/jbt.202.10.1.31_44The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet NamHo Thi Hai Thuy 0Ha Hien Minh 1Foreign Trade University, Ho Chi Minh Foreign Trade University, Ho Chi Minh The topic of Corporate Social Responsibility (CSR) continues to be a great importance to firms in their businesses, especially when the goal of company brand development associated with CSR activities. The study consists of literature review on CSR theories, concepts of brand image and quantitative analysis of the relationship between them, based on quantitative analysis of a survey on generation Z’s perception of CSR practices and brand image of Co.opmart – a well-known supermarket chain in Viet Nam. Research results show that some CSR aspects have positive impacts on the brand image of the supermarket chain.https://drive.google.com/file/d/1u_C-QLM8wrYKqsL1jB6WdFBzuWlixCSn/viewcorporate social responsibility (csr)brand imageco.opmart supermarketgeneration zviet nam
collection DOAJ
language ces
format Article
sources DOAJ
author Ho Thi Hai Thuy
Ha Hien Minh
spellingShingle Ho Thi Hai Thuy
Ha Hien Minh
The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
Trendy v podnikání
corporate social responsibility (csr)
brand image
co.opmart supermarket
generation z
viet nam
author_facet Ho Thi Hai Thuy
Ha Hien Minh
author_sort Ho Thi Hai Thuy
title The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
title_short The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
title_full The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
title_fullStr The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
title_full_unstemmed The impact of CSR on brand image: a survey amongst Gen Z Consumers´ perception toward a supermarket chain in Viet Nam
title_sort impact of csr on brand image: a survey amongst gen z consumers´ perception toward a supermarket chain in viet nam
publisher Vydavatelství ZČU v Plzni
series Trendy v podnikání
issn 1805-0603
publishDate 2020-09-01
description The topic of Corporate Social Responsibility (CSR) continues to be a great importance to firms in their businesses, especially when the goal of company brand development associated with CSR activities. The study consists of literature review on CSR theories, concepts of brand image and quantitative analysis of the relationship between them, based on quantitative analysis of a survey on generation Z’s perception of CSR practices and brand image of Co.opmart – a well-known supermarket chain in Viet Nam. Research results show that some CSR aspects have positive impacts on the brand image of the supermarket chain.
topic corporate social responsibility (csr)
brand image
co.opmart supermarket
generation z
viet nam
url https://drive.google.com/file/d/1u_C-QLM8wrYKqsL1jB6WdFBzuWlixCSn/view
work_keys_str_mv AT hothihaithuy theimpactofcsronbrandimageasurveyamongstgenzconsumersperceptiontowardasupermarketchaininvietnam
AT hahienminh theimpactofcsronbrandimageasurveyamongstgenzconsumersperceptiontowardasupermarketchaininvietnam
AT hothihaithuy impactofcsronbrandimageasurveyamongstgenzconsumersperceptiontowardasupermarketchaininvietnam
AT hahienminh impactofcsronbrandimageasurveyamongstgenzconsumersperceptiontowardasupermarketchaininvietnam
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