Browsing by Author "Vasiukov, Denis"
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- Corporate social responsibility and customer-based brand equityPublication . Vasiukov, Denis; Fernandes, Paula Odete; Pashkina, OlgaModern conditions for the development of market relations are characterized by a significant increase in globalization, which causes the liberalization of capital flows and significantly increases competition in world markets. In order to successfully operate and continue its development in this or that market, the company must actively fight for customer loyalty. The main objective of the study is to assess the influence of the company's CSR policy on customer loyalty to the «Activia» brand and increase the brand value for the consumer. The result showed that the main satisfaction level of the sample is quite high; almost 70% of respondents can recognize the «Activia» brand among other competing brands; and it was clear that the enterprise should pay more attention to CSR activities to persuading its customer based brand equity.
- Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brandPublication . Vasiukov, Denis; Fernandes, Paula O.; Victorovna Pashkina, OlgaCorporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity.