The impact of CSR on brand equity of Bangladesh telecommunication sector: purchase intention and brand loyalty of the university students of Dhanmondi area.
1.Abstract
The Research Focuses on the impact of corporate social responsibility (CSR) on customer’s purchase intention. The direct or indirect influence upon a customer’s motivation for subscribing to Robi (Robi Axaitia, Telecommunication service) has been critically analyzed in this paper. The result of the research has been evaluated and cross examined. The aim was to find out the purchase intention of the students who are living in Dhanmondi, Dhaka. The data has been collected from a survey which was conducted among 32 respondents and the answers were critically examined to avoid any sort of misrepresentation of the result. By the end of the study, we have seen that there has been an influence of CSR on the purchase intention of the customer. Apart from CSR there are some other factors which also impacted the purchase intention of the customers. Such factors are the perceived quality, customer satisfaction and brand loyalty of the customer.
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