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Corporate Social Responsibility Aus Nachfragersicht: Eine Analyse Der Wirkungen Des Csr-Images Auf Den Erfolg Der Markenführung
Paperback
Series: Innovatives Markenmanagement
Business GeneralInvesting & Finance
ISBN13: 9783658170264
Publisher: Springer Gabler
Published: Jan 19 2017
Pages: 238
Weight: 0.69
Height: 0.54 Width: 5.83 Depth: 8.27
Language: German
Stephan Hanisch deckt auf Basis einer breit angelegten empirischen Untersuchung eine hohe Branchenabhängigkeit der CSR-Relevanz auf und kann damit erstmals deren stets postulierter Generalisierbarkeit widersprechen. Im Strukturgleichungsmodell wird zugleich die Wichtigkeit der Authentizität von CSR-Ma nahmen und damit die Markenidentität als hierfür taugliches Führungskonzept bestätigt.
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