Impact Of Corporate Citizenship On Consumer Decision Making
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when it comes to selection of corporate responsibility issues to be incorporated into their products and services. Issues chosen should have close resemblance or linkages to the product on offer. One should also deal with one issue at a time for example offering recyclable packages only or offering part of the proceeds gained from the sale of a product to only one charitable coz. (McGahan, 2004)
an example of a campaign that did not adhere to these principles was the live 8 concert. It was held in order to help those who may be suffering from AIDS, poverty and Global debt. This campaign did not do very well because there was little if any relation of the issues being addressed to music. On top of that, they wanted to tackle too many problems at the same time and this backfired.
Don’t rely on surveys alone
It is quite crucial for managers
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