scholarly journals Corporate Social Responsibility and Brand Equity in Mexican Small Firms

2019 ◽  
Vol 13 (1) ◽  
pp. 18
Author(s):  
Gonzalo Maldonado-Guzman ◽  
Sandra Yesenia Pinzón-Castro ◽  
Lucero Jazmín Cuevas-Pichardo
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Small Businesses ◽  
Small Firms ◽  
Structural Equations ◽  
Transnational Companies ◽  
Corporate Social ◽  
Structural Equations Model ◽  
The Relationship

Corporate social responsibility is a topic that has generally been analyzed and discussed in large national and transnational companies, and relatively few studies have been oriented in small and medium-sized enterprises, even though theoretical and empirical evidence has been provided that small businesses also carry out social responsibility activities. Likewise, brand equity has been scarcely related to corporate social responsibility, and there are few studies published in the current marketing literature that relate these two important constructs. Therefore, using a sample of 300 small firms and applying a structural equations model of second order, which allows to know in greater depth the relationship between corporate social responsibility and brand equity, the essential objective of this empirical study is the analysis and discussion of the effects of corporate social responsibility on the level of brand equity of small firms. The results obtained show that corporate social responsibility has a significant positive effect on the level of brand equity of small firms.

Understanding the impacts of corporate social responsibility and brand attributes on brand equity in the restaurant industry

2018 ◽  
Vol 25 (4) ◽  
pp. 639-658 ◽  
Author(s):  
Michael S Lin ◽  
Yeasun K Chung
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Positive Impact ◽  
Restaurant Industry ◽  
Single Measure ◽  
Social Responsibilities ◽  
Brand Attributes ◽  
Corporate Social ◽  
The Relationship

This study aims to understand how corporate social responsibility (CSR) toward food, environment, employment, and community affects the dimensions of brand equity. It also examines the roles of size, segment, and brand identity in the relationship between CSR and brand equity in the restaurant industry. A set of five surveys with hypothetical CSR situations was used. The results of analyses indicate that CSR has a positive impact on brand equity depending on brand size, segment, and identity as well as a type of CSR. This study suggests that restaurants’ social responsibilities should not be simplified with a single measure of CSR as each type of CSR builds a particular aspect of brand equity. Brand attributes such as brand size, segment, and identity also extend the understanding of the CSR-brand equity relationship.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

scholarly journals Maturidade em inovação sustentável e em responsabilidade social corporativa: implicações no desempenho empresarial

2020 ◽  
Vol 12 (6) ◽  
pp. 1293
Author(s):  
Edilson Bacinello ◽  
Gerson Tontini ◽  
Anete Alberton
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Business Performance ◽  
Strong Relationship ◽  
Structural Equations ◽  
Business Value ◽  
Competitive Advantages ◽  
Sustainable Innovation ◽  
Corporate Social ◽  
The Relationship

Sustainable Innovation is strategically associated with Corporate Social Responsibility (CSR), integrating the economic, social and environmental dimensions in a joint and integrated manner. As a way of verifying this association and its implications for business performance (BP), the models of Maturity in Sustainable Innovation (MSI) and Maturity of Corporate Social Responsibility (MCSR) allow us to identify how companies are evolving in a certain area and, from there, create business value and gain competitive advantage. Based on Resource-Based Theory, the present study examines the influence of MSI on MCSR and the mediator effect of MCSR on the relationship between MSI and BP. The analysis is based on Structural Equations Modeling, considering a sample of 58 companies based in the Amazon region, Brazil. The results indicate a strong relationship between MSI and MCSR; that MCSR positively influences BP; and that MCSR exerts a positive mediator effect on the relationship between MSI and BP. These results allow us to advance our strategy studies, providing mechanisms for managing sustainability-related practices as possible sources for analyzing value generation and promoting competitive advantages for companies.

scholarly journals The Effect of Technological Posture and Corporate Social Responsibility on Financial Performance Through Corporate Reputation

2018 ◽  
Vol 6 (2) ◽  
pp. 164-179 ◽  
Author(s):  
Maria Isabel González-Ramos ◽  
Mario Javier Donate ◽  
Fátima Guadamillas
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Financial Performance ◽  
Corporate Reputation ◽  
Business Performance ◽  
Structural Equations ◽  
Highly Qualified ◽  
Knowledge Based ◽  
Corporate Social ◽  
Structural Equations Model

This paper analyzes the relationship between the company’s technological posture and its Corporate Social Responsibility (CSR) commitment, as a business performance determinant. From knowledge-based and stakeholders’ theories a structural equations model of relationships was established and statistically tested through SmartPLS on a sample of 76 Spanish firms from the renewable energy sector. The results of the empirical study suggest that the most proactive companies are able to develop better relationships with stakeholders and are more committed to CSR than those firms characterized as followers or innovation last-movers. Two main reasons are offered in this paper to justify these results: (1) CSR practices help companies to retain the most highly qualified employees, which contributes to maintaining their leadership position; and (2) technological leaders tend to be more highly committed to CSR as a way of collecting valuable knowledge that can be useful to explore new opportunities by means of innovation, enabling the firm to respond more flexibly to market changes and new stakeholders’ needs as well as changes in their preferences. Moreover, CSR initiatives will contribute to the development of high-value intangible assets such as corporate reputation, which in turn will improve the firm’s financial performance.

How corporate social responsibility mediates the relationship between corporate governance and sustainability performance in UK: a multiple mediator analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kachouri Maali ◽  
Riguen Rakia ◽  
Mouakhar Khaireddine
Keyword(s):  
Corporate Governance ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equations ◽  
Agency Conflicts ◽  
Content Type ◽  
Sustainability Performance ◽  
Mediator Analysis ◽  
Corporate Social ◽  
The Relationship

Purpose The purpose of this paper is to investigate the direct and indirect links between corporate governance and sustainability performance using corporate social responsibility. Design/methodology/approach The study is based on a sample consisting of 300 UK firms over the 2005–2017 period. This study applied structural equations models that specify both a direct and an indirect link between corporate governance and sustainability performance. Findings The authors find that corporate governance has a positive effect on sustainability performance. In addition, this study shows that corporate social responsibility fully mediates the relationship between corporate governance and sustainability performance in UK firms. Practical implications This study shows that firms are invited to engage more in sustainability performance and corporate social responsibility activities, which reduces agency conflicts between managers and shareholders. Originality/value To the authors’ knowledge, no research studies examined empirically the direct and indirect relationship between corporate governance and sustainability performance. Therefore, the main contribution of this research is to show how corporate governance effectiveness leads to higher corporate social responsibility level and sustainability performance using two analyses methods (mediator analysis and multiple mediator analysis).

The impact of corporate social responsibility on brand equity

2019 ◽  
Vol 37 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Jing Yang ◽  
Kelly Basile
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Theory And Practice ◽  
The Other ◽  
Content Type ◽  
Interaction Terms ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship

Purpose Despite the significant investment in research on corporate social responsibility (CSR), there still exists a lack of clarity in terms of how different types of CSR activities lead to the outcomes a firm desires with their investment in CSR. The purpose of this paper is to provide greater insight on the relationship between types of CSR activities and brand equity (BE). The authors develop and test a conceptual framework, which examines the unique relationship between each CSR dimension and BE, as well as the interaction of product-related CSR activities and employee-related CSR activities with CSR activities across the other dimensions. Design/methodology/approach The authors collected data from multiple secondary sources, including Kinder, Lydenberg and Domini (KLD) Research and Analytics Inc., Interbrand, Compustat and CMR. The authors used random-effect estimations to estimate panel regressions of BE as a function of the different dimensions of a firm’s CSR, interaction terms between CSR dimensions and product quality and interaction terms between employee relations and other CSR dimensions, as well as a set of control variables and Year dummy variables. Findings Based upon a large-scale panel data set including 78 firms for the period of 2000–2014, the results show that diversity- and governance-related CSR have a positive effect on BE, employee-related CSR has a negative effect on BE and both product and employee dimensions play important roles in the relationships between other CSR dimensions and BE. These results have important implications for both theory and practice. Originality/value This study makes several contributions to extant literature on CSR and brand strength. First, this study examines the impact of CSR on BE vs alternative measures of brand-related outcomes. This study uses the KLD database to determine scores for firm CSR activity. It is the first to use the extensive KLD database to examine the relationship between types of CSR activities and BE. Last, this study seeks to better understand some of the organizational factors which influence the success of CSR outcomes. Specifically, the research will examine the interaction of product-related and employee-related CSR activities with CSR activities across the other dimensions.

Exploring the relationship between corporate social responsibility, brand image and brand equity in Iranian banking industry

2018 ◽  
Vol 9 (2) ◽  
pp. 106-118 ◽  
Author(s):  
Reza Salehzadeh ◽  
Javad Khazaei Pool ◽  
Amir Hossein Jafari Najafabadi
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Direct Effect ◽  
Brand Equity ◽  
Banking Industry ◽  
Brand Image ◽  
Content Type ◽  
Corporate Social ◽  
The Relationship ◽  
Significant Direct Effect

Purpose The purpose of this research is to explore the relationship between corporate social responsibility (CSR), brand image (BI) and brand equity (BE) in the banking industry of the Islamic Republic of Iran. Design/methodology/approach Using the deductive approach as the methodology and 213 valid questionnaires returned by customers of Iranian banks in four big cities of Iran, this study tests the relationship between CSR, BI and BE in eight hypotheses. The data were analyzed by the partial least squares method. Findings The results of this research show that CSR has a significant direct effect on BI. Also, BI has a significant direct effect on BE. Originality/value This research provides valuable insight for studying the relationship between CSR, BI and BE. The results of this study provide a better understanding of the role of CSR in customers’ attitudes and behaviors in the banking industry.

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