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Determining how andBeyond, a travel operator, make use of corporate social investment to strengthen brand equity in an African context.

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dc.contributor.author Geyser, Dominique
dc.date.accessioned 2020-05-03T21:28:04Z
dc.date.available 2020-05-03T21:28:04Z
dc.date.issued 2019
dc.identifier.uri http://iiespace.iie.ac.za:80/handle/11622/352
dc.description.abstract When considering the concept of Corporate Social Investment (CSI) it is clear that the concept is not new. Numerous studies focusing on CSI have been conducted worldwide. Multiple theories as well as perspectives haven been developed around the concept of CSI. By implementing CSI initiatives, organisations have an opportunity to give back to the communicate as well as reflect a level of commitment to stakeholders. Consumers can be seen as one of the key stakeholder groups to any organisation and therefore the organisation should aim to meet the needs of this stakeholder group. This research has been driven by the need to understand the impact that CSI initiatives, undertaken by andBeyond has on the brand equity of the organisation. Literature regarding various topics relating to CSI, such as the benefits of CSI, consumer perceptions of CSI as well as consumer buying decisions were studied to gain a well-rounded understanding of the research objectives. The research included the collection of primary data through the use of a questionnaire. The questionnaire was distributed to consumers in order to gain an understanding of their views on the topic of the research. The study uncovered that consumers are interested in purchasing products and supporting andBeyond as they invest in CSI initiatives. The study shows that consumers are willing to continuously support andBeyond as long as the brand continues to meet high quality standards expected by guests. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand en_US
dc.subject Corporate Social Investment en_US
dc.subject CSI en_US
dc.subject Brand equity en_US
dc.subject Consumer behaviour en_US
dc.subject Brand loyalty en_US
dc.title Determining how andBeyond, a travel operator, make use of corporate social investment to strengthen brand equity in an African context. en_US
dc.type Thesis en_US


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