Shuili Du, associate professor of marketing
“I used Stonyfield Farm yogurt as an example of socially responsible brand,” Du recalled. “The consulate officer got excited about Stonyfield. It turned out he was a big admirer of Stonyfield’s commitment to sustainability. He said he not only liked the product, but he loved the brand.” This incident, said Du, inspired her to conduct a study on how CSR cultivates an emotional bond with consumers and strengthens brand loyalty.
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