Linking CSR strategy and brand image
研究了企业社会责任战略如何影响品牌形象，发现本地品牌可选择性实施CSR，而全球品牌需采用多维、多利益相关者的整合CSR策略，不能简单差异化。
What is the link between Corporate Social Responsibility (CSR) strategy and brand equity in local and global markets? Starting from the idea that brand image is the synthesis of a firm’s relationship competences, this thesis asserts that the way in which CSR transfers to brand image differs in local and global brands. In particular, while a local brand can take a selective and partial approach in the formulation of CSR strategy, a global brand strategy should be defined from a multidimensional and multi-stakeholder perspective. In summary, this paper will demonstrate that the formulation of CSR strategy for a global brand cannot be accomplished by a ‘glocal’ or differentiated approach, but must give equal weight to all possible dimensions of CSR, defining an integrated CSR strategy that does not change in the various countries where the company operates.