Study on Corporate Social Responsibility (CSR) Affect on Brand Trust and Purchase Intention after Brand Scandal

摘要

This thesis, through a questionnaire research methods, explored repair effects of corporate social responsibility activities after the brand scandal, such as improving product quality, philanthropy and donation money or equipments to students in remote regions and environmental protection in order to repair brand trust and consumption intention. Authors found that CSR activities had positive integrated effects on renewal brand trust and consumption intention.