The impact of CSR strategies communication to the audience on customer identification and brand reputation regarding Buondi, Delta Cafés, Nicola and SICAL

Abstract

The goal of this dissertation is to assess on the role of costumer identification and brand reputation as mediators for consumers’ responses on the impact of CSR strategies communication within the Portuguese coffee brands, more specifically Buondi, Delta Cafés, Nicola and SICAL. Through a qualitative and quantitative research approach, I strived to analyse the impact of those two mediators, obtaining a positive impact on the qualitative research – both consumer identification and brand reputation represent a relevant role for purchase decision and for the decision-making process, although the CSR knowledge about the Portuguese coffee industry is still very narrow. Regarding quantitative research, brand reputation had significant impact on the consumer perception. However, customer identification was not statistically significant. This study might be interesting for professionals that operate within the Portuguese coffee sector, to understand more profoundly consumers’ responses to CSR initiatives and how can they create efficient communication strategies for CSR, to enhance brand reputation and customer identification towards their business.

Date of Award	25 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Paulo Moreira (Supervisor)