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About Bachelor Thesis
This thesis examines consumers' perceptions of McDonald's corporate social responsibility (CSR) initiatives in relation to its image and reputation. It analyzes discourse and social practices in McDonald's "Quality Matters Most" Facebook post and consumer comments. The thesis finds that consumers have a distrustful perception of McDonald's CSR, seeing it as a defensive strategy to protect its reputation from the health issues associated with its products. This distrustful perception damages McDonald's image and reputation, as the company is viewed only as favorably as consumers perceive it. While McDonald's CSR efforts have been substantial, this thesis concludes they may not overcome the tarnished image around health and obesity issues.
Detailed Information
| Author: | ['Jai Dewan'] |
|---|---|
| Publication Year: | 2015 |
| Pages: | 35 |
| Language: | English |
| Format: | |
| Price: | FREE |
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