Measuring the influence of corporate social responsibility on consumer responses

• Mobin Fatma ^[1]
  1. [1] Indian Institute of Technology Roorkee. India
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 13, Nº. 3, 2016, págs. 319-321
• Idioma: inglés
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• Resumen

  • This is a summary of author’s PhD thesis, supervised by Professor Zillur Rahman, and defended on 9th December, 2015 at Department of Management Studies, Indian Institute of Technology (IIT) Roorkee. The doctoral thesis aims at identifying the CSR initiatives of Indian banks and measuring the influence of corporate ability and CSR initiatives of the Indian banks. This study incorporates both the CSR and corporate ability variables to incorporate the integrative model of CSR-CA and measure its influence on consumer purchase intention.