(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

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(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGA

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam AGEMENT: EVIDENCE FROM VIETNAMMASTER OF BUSINESS (Honours)Ho Chi Minh City -2015UNIVERSII Y ()1 ECONOMICS HO CHI MINH CH YInternational School of Busi

nessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGAGEMENT: EVIDENCE FROM VIETNAMID: 22130089MAS TER OF BUSINESS (Honour (LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

s)SUPERVISOR: LE NGUYEN HAUHo Chi Minh City 2015ACKNOWLEDGEMENTFirstly. I would like to express my deepest gratitude to my supervisor Assoc. Prof. Le

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

Nguyen Hau for his professional guidance, valuable comments, and continuous encouragement as well as helpful support that made this thesis possible.I

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGA

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam ting with best results.Special thanks to all of my classmate in MBUS 4 class, who gave me useful support for conducting this study.I also would like t

o express my grateful thanks to my friends and people in Vietnam who participated in filling the questionnaires for providing the valuable information (LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

to this study.Personally and finally, the deepest and sincerest gratitude go to my beloved family for the boundless support, abundant love and encour

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

agement throughout my period of study. Therefore. I devote this work as a gift to them all.ABSTRACTin the Vietnam context after Doimoi, Vietnam is one

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGA

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam a firm’s corporate social responsibility on customer brand engagement through a survey of 226 people who live in Ho Chi Minh City. The collected data

was analyzed and evaluated by SPSS program with analysis of reliability, factor analysis, and multiple regression analysis. Current study finds out th (LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

at economic, legal, ethical, and philanthropy CSR perception have significant impact on customer brand engagement.Generally, this study contributes id

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

eas about CSR to brand owners as well as managers. Customer also identify more clearly about CSR practices and reorient their chosen. These finding su

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGA

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam age more customer. Besides, the managers should state out their practices, which enhance perception of customer about their practices.Key words: econo

mic CSR perception, legal CSR perception, ethical CSR perception, philanthropy CSR perception, customer brand engagement.ContentsAbbreviation......... (LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

........................................................1List of Figure...............................................................1List of table..

(LUẬN văn THẠC sĩ) corporate social responsibility practices and customer brand engagement, evidence from vietnam

..............................................................1CHAPTER 1: INTRODUCTION........................................................11.1Rese

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTran Quoc TrungCORPORATE SOCIAL RESPONSIBILITYPRACTICES AND CUSTOMER BRANDENGA