CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES AND BRAND EQUITY OF DIALOG AXIATA PLC, SRI LANKA.

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dc.contributor.author Madubashini., D.K.
dc.contributor.author Pushpanathan, A.
dc.date.accessioned 2021-06-15T04:56:00Z
dc.date.accessioned 2022-03-11T18:09:40Z
dc.date.available 2021-06-15T04:56:00Z
dc.date.available 2022-03-11T18:09:40Z
dc.date.issued 2020
dc.identifier.uri http://drr.vau.ac.lk/handle/123456789/3004
dc.description.abstract The concept of corporate social responsibility is an emerging concept and widespread notion among business communities and other aspects in recent decades. The Sri Lankan telecommunications industry has undergone several rounds of consolidation over the years. Mobile telecommunication covered a wide area of the population in Sri Lanka. Although, few types of research are conducted in Sri Lanka related to corporate social responsibility on brand equity especially in the mobile telecommunication industry. This study aims to analyze the effect of dimensions of CSR and Brand equity of Dialog Axiata PLC in Sri Lanka. Four dimensions – Economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility – are considered independent variables of this study and Brand equity of the company is considered the dependent variable of this study. The data were collected from the 100 students of the Faculty of Business Studies, Vavuniya Campus and were entered into the SPSS – 20. Regression analysis used in this study for findings. The present study's findings indicated that the four dimensions of the CSR significantly affect the brand equity and positively correlated. Further, the result indicated that Ethical responsibility has positively associated with Brand equity than the other dimensions. en_US
dc.language.iso en en_US
dc.publisher Faculty of Business Studies, Vavuniya Campus of the University of Jaffna en_US
dc.subject Brand Equity. en_US
dc.subject Economic Responsibility. en_US
dc.subject Ethical Responsibility. en_US
dc.subject Legal Responsibility And Philanthropic Responsibility. en_US
dc.title CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES AND BRAND EQUITY OF DIALOG AXIATA PLC, SRI LANKA. en_US
dc.type Article en_US


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