Influence of corporate social responsibility and corporate image on James Hardie's brand of equity

Date of Publication

2017

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Claro G. Gañac

Abstract/Summary

Philippine construction industry is predicted to grow $47 billion from $30.2 billion by 2020 with a 9.22 percent compound annual growth rate. Observable efforts of construction companies in the Philippine have increased consciousness on sustainability and environment. The purpose of this study is to gain an in-depth understanding if corporate social responsibility has influence on corporate image and customer-based brand equity. The researcher focused on the Philippine construction industry and in order to gain inclusive information, used survey of (110) respondents of professional builders and homeowners of construction-finishing materials. The researcher used linear regression and found that only economic social responsibility influences corporate image. Consequently, corporate image has a strong relationship with all facets of customer-based brand equity.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007005

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 inches

Keywords

Social responsibility of business--Philippines; Corporate image--Philippines; Corporations--Public relations--Philippines; Construction industry--Philippines

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