Generating global brand equity through corporate social responsibility to key stakeholders

International Journal of Research in Marketing

Volumn 29, Issue 1, 2012, Pages 13-24

  Torres, Anna ^a   Bijmolt, Tammo H A ^b   Tribó, Josep A ^c   Verhoef, Peter ^b  

^a DEPARTMENT OF ECONOMICS AND BUSINESS   (Spain)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

^c DEPARTMENT OF BUSINESS ADMINISTRATION   (Spain)

Author keywords

Brand equity; Corporate social responsibility; Global brands; Stakeholders

Indexed keywords

EID: 84858794891     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2011.10.002     Document Type: Article

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