Question: The topic of my dissertation is “The influence of corporate social responsibility on brand equity, A case study of THE BODY SHOP in Taiwan”
I’am going to do questionnaires both in taiwan and uk, but now my supervisor think my research question and hypotheses are not so good.
there are my question and hypotheses :
1. Question:
The question of this research is that “Is CSR related to brand equity, even increase brand equity?”
2. Hypothesis:
H1: CSR has positive relationship with brand awareness.
H2: CSR helps THE BODY SHOP increase brand loyalty.
H3: CSR makes THE BODY SHOP products have the impression of good quality.
H4: CSR provides THE BODY SHOP have positive brand association.
could anyone give me advice please…
Answer:
H1: CSR has positive relationship with brand awareness.
This seems fair – they wouldn’t do it if it didn’t. Whilst I don’t doubt BS sincerity – it is still a business, no matter how holier-than-thou it likes to portray itself, retailing (largely unnecessary) cosmetics. Some policies like refillable bottles were a good idea, but hardly a USP. And if they pamper their customer’s consciences at the same time it can’t be bad for trade.
H2: CSR helps THE BODY SHOP increase brand loyalty.
How do you test this – it may do, but then so may al ot of other variable – cost – fashion – presentation.
H3: CSR makes THE BODY SHOP products have the
impression of good quality.
What basis do you have for this assertion?
H4: CSR provides THE BODY SHOP have positive brand association.
This is basically the first hypothesis restated.
Corporate Social Responsibility 