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The relationship among cause importance, Brand image and attitude in formation of trust for organic cosmetic product

Mendon, Suhan and Achar, A P (2015) The relationship among cause importance, Brand image and attitude in formation of trust for organic cosmetic product. In: Agri-Business Management Opportunities and Challemges. Department of Business Administration Sahyadri College of Engineering and Management, Mangalore, pp. 75-81. ISBN 978-81-930547-0-3

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Abstract

One of the most important of CSR (Corporate Social Responsibility) os CrM cause related marketing) which influence consumer purchasing behaviour, creation of trust is most important factor for a corporate on which consumer buying decision depends on. One side corporate tries its level best to create trust in the minds of people by identifying cause importance and another way it is essential for corporate to understand the role of attitude and brand image at consumer angle, the most important CSR of body shop is concerned about community fair trade, against animal testing, to-active self-esteem, defend human rights, and protect the planet. Brand image is measured which results in formation trust are through functional, emotional and self expressive benefits/utilities, Affective behavioral and cognitive attitudes are the three parameters through which trust is measured. Identification of various cause importance plays a vital role in formation of trust.

Item Type: Book Section
Uncontrolled Keywords: Cause importance, brand image,attitude, trust,body shop and corporate
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 06 Apr 2016 16:10
Last Modified: 06 Apr 2016 16:10
URI: http://eprints.manipal.edu/id/eprint/145765

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