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5 Pages • Essays / Projects • Year Uploaded: 2021
With the growing consumer market in the cosmetic industry, the organizations are facing high- competition with intensified unpredictability accompanied by the reduction of product divergence, an evolution and conservation of consumer brand loyalty is rising rapidly. This is highly influential in planning out a brand's marketing strategy (Fournier and Yao, 1997). One of the main components which plays a major role in strengthening a brand's image and loyalty, is the latest adaptation of corporate social responsibility (CSR) which has given positive results in the past (Poolthong and Mandhachitara, 2009). In accordance to social responsibility, another popular initiative is to fight against animal testing in the cosmetic industry (Newburger, 2009). This awareness was highlighted due to the active animal liberation movement.
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