The effect of CSR initiatives on creating share of heart in BOP markets
This study is concerned with investigating whether corporate social responsibility (CSR) initiatives provide a means to build brand equity, specifically emotional connections known as share of heart, in bottom of the pyramid (BOP) markets. Research has found that brand experiences, positive product...
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University of Pretoria
2013
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Online Access: | http://hdl.handle.net/2263/25422 Breytenbach, M, 2011, The effect of CSR initiatives on creating share of heart in BOP markets, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25422 > http://upetd.up.ac.za/thesis/available/etd-06102012-122840/ |