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Study on Corporate Social Responsibility (CSR) Affect on Brand Trust and Purchase Intention After Brand Scandal

  • Chunya Wang
  • Weiping Yu
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 241)

Abstract

This thesis, through a questionnaire research methods, explored repair effects of corporate social responsibility activities after the brand scandal, such as improving product quality, philanthropy and donation money or equipments to students in remote regions and environmental protection in order to repair brand trust and consumption intention. Authors found that CSR activities had positive integrated effects on renewal brand trust and consumption intention.

Keywords

Brand scandal Corporate social responsibility (CSR) Brand trust Consumer purchase intention 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China

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