Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

  title={Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image},
  author={Jihyun Lee and Yuri Lee},
  journal={Journal of Fashion Marketing and Management},
  • Jihyun Lee, Yuri Lee
  • Published 9 July 2018
  • Business
  • Journal of Fashion Marketing and Management
The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.,The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level… 

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