Affiliation:
1. İSTANBUL GELİŞİM ÜNİVERSİTESİ
Abstract
Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brand's corporate social responsibility initiatives have an impact on customers' buying decisions as a result of a comparative examination of consumers in the two countries.
Publisher
Abant Izzet Baysal University Graduate School of Social Sciences
Reference68 articles.
1. Abdul, R.R., F.W. Jalaludin and K. Tajuddin. (2011). The importance of CSR on consumer behavior in Malaysia. Asian Academy of Management Journal, 16(1): 119-139.
2. Abrahamse, W. & Steg, L. (2009). How Do Socio-Demographic And Psychological Factors Relate To Households’Direct And İndirect Energy Use And Savings? Journal Of Economic Psychology, 30, p. 711-720.
3. Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects Of Media Formats On Emotions & İmpulse Buying Behaviour. Journal Of Information Technology, 18, p. 247-266.
4. Alhaddad, A. (2014). The Effect Of Brand İmage And Brand Loyalty On Brand Equity. International Journal Of Business And Management Invention, 3(5), p. 28-32.
5. Altunışık, R. & İslamoğlu, A. H. (2013). Tüketici Davranışları. İstanbul: Beta Yayınları.