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
Recommended Citation
Gimenez, P. M. (2017). Influence of corporate social responsibility and corporate image on James Hardie's brand of equity. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5337