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How brand CSR responses to the pandemic impact brand value, growth, and rank

Business

How brand CSR responses to the pandemic impact brand value, growth, and rank

A. Taher and A. Rizkalla

This research, conducted by Ahmed Taher and Amy Rizkalla, explores how the CSR responses of the world's top 100 brands during the COVID-19 pandemic affected their brand value and growth. While in-kind donations and improved customer service showed positive impacts on growth, overall brand value remained stable. Discover the implications for effective brand management and future research in this insightful study!

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