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CSR by Bilal Maqsood is a document available to read on EtoBox.

This research proposal aims to investigate the mediating role of brand equity on the impact of corporate social responsibility (CSR) on buying behavior of Chinese consumers aged 18-35 towards fast food chains. A theoretical framework will be developed based on literature on CSR and its impact on buying behavior, mediated by brand equity. Data will be collected through surveys and analyzed using structural equation modeling. The study seeks to provide insights into how awareness of CSR and brand equity influ

Author

Bilal Maqsood

Language

EN