THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Authors : Hilal KILIÇ, Onur TÜRKER, Ahmet Esad YURTSEVER, Uchechi Cynthia OHAJİONU

Pages : 487-504

Doi:10.11616/asbi.1218052

View : 26 | Download : 22

Publication Date : 2023-03-30

Article Type : Research Paper

Abstract :Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brand\`s corporate social responsibility initiatives have an impact on customers\` buying decisions as a result of a comparative examination of consumers in the two countries.
Keywords : Kurumsal Sosyal Sorumluluk, Marka İmajı, Satın Alma Davranışı, Coca Cola