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The effect of CSR initiatives on creating share of heart in BOP markets
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613706374873088 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25422 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:24.731Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25422 The effect of CSR initiatives on creating share of heart in BOP markets Chipp, Kerry ichelp@gibs.co.za Breytenbach, Michelle UCTD Living standard measure Share of heart Corporate social responsibility (CSR) Emotional attachment Bottom of the pyramid (BoP) Dissertation (MBA)--University of Pretoria, 2012. This study is concerned with investigating whether corporate social responsibility (CSR) initiatives provide a means to build brand equity, specifically emotional connections known as share of heart, in bottom of the pyramid (BOP) markets. Research has found that brand experiences, positive product outcomes and nostalgia are antecedents to share of heart; however, this presupposes developed markets in which categories have already achieved primary demand.In underdeveloped BOP markets, market expansion is challenging and necessitates investments into social initiatives to increase the welfare of the community. The study proposes the use of CSR initiatives to encourage brand building as consumers were found to form an emotional attachment with brands, which brings about loyalty and intentions to purchase.A correlation study was carried out to determine whether a relationship existed between CSR and emotional attachment and whether this predicts greater intentions to purchase. The research confirmed that CSR is an antecedent to EA; however, the results revealed that certain conditions have to be met before consumers can connect with brands emotionally. The findings also indicated that CSR awareness fosters positive CSR beliefs, whereas consumers‟ emotional attachment towards the brand explains their intention to purchase the brand. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T21:14:41Z 2012-06-18 2013-09-06T21:14:41Z 2012-03-08 2012-06-18 2012-06-10 Dissertation Breytenbach, M, 2011, The effect of CSR initiatives on creating share of heart in BOP markets, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25422 > F/12/4/344/zw http://hdl.handle.net/2263/25422 http://upetd.up.ac.za/thesis/available/etd-06102012-122840/ © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Living standard measure Share of heart Corporate social responsibility (CSR) Emotional attachment Bottom of the pyramid (BoP) The effect of CSR initiatives on creating share of heart in BOP markets |
| title | The effect of CSR initiatives on creating share of heart in BOP markets |
| title_full | The effect of CSR initiatives on creating share of heart in BOP markets |
| title_fullStr | The effect of CSR initiatives on creating share of heart in BOP markets |
| title_full_unstemmed | The effect of CSR initiatives on creating share of heart in BOP markets |
| title_short | The effect of CSR initiatives on creating share of heart in BOP markets |
| title_sort | effect of csr initiatives on creating share of heart in bop markets |
| topic | UCTD Living standard measure Share of heart Corporate social responsibility (CSR) Emotional attachment Bottom of the pyramid (BoP) |
| url | http://hdl.handle.net/2263/25422 http://upetd.up.ac.za/thesis/available/etd-06102012-122840/ |