The purpose of this study is to explore the impact of corporate social responsibility (CSR) on corporate image and customer loyalty, in the light of CSR activities such as marketing communications, increasing corporate philanthropy, donations and sponsorship, and volunteering. Overall, the...

The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the study to investigate the causal relationship between attributions of human brand and consumer-brand...

Purpose: Entrepreneurship can offer a competitive advantage to an enterprise through risky decisions that pay off in the development of innovative products, services and markets in a difficult managerial environment and by moving proactively to dominate a competitive market. This study aims to...