The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan

2011 ◽  
Vol 109 (2) ◽  
pp. 189-201 ◽  
Author(s):  
Ker-Tah Hsu
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Life Insurance ◽  
Corporate Reputation ◽  
Insurance Industry ◽  
Advertising Effects ◽  
Life Insurance Industry ◽  
Corporate Social

An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty – evidence from the Taiwan non-life insurance industry

2017 ◽  
Vol 13 (2) ◽  
pp. 355-369 ◽  
Author(s):  
Chen-Ying Lee ◽  
Wei-Chen Chang ◽  
Hsin-Ching Lee
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Loyalty ◽  
Life Insurance ◽  
Corporate Reputation ◽  
Brand Image ◽  
Insurance Industry ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Social

Purpose Corporate social responsibility (CSR) has gradually come to be regarded as a strategic business tool, and has a significant influence on consumers’ behaviours, but few studies discuss CSR regarding consumers’ behaviour in the insurance industry. The purpose of this paper is to investigate the effects of CSR on corporate reputation and customer loyalty. Design/methodology/approach This paper used a survey to assess consumers’ perception regarding CSR activities from non-life insurance industries. The questionnaires were administered to consumers who have purchased insurance in Taiwan. The survey questions were tested through an exploratory factor analysis. An analysis of variance and multiple regressions were performed to test the hypotheses. Findings The empirical results demonstrate that CSR activities have significantly positive influences on corporate reputation and customer loyalty. Additionally, CSR activities also have significantly positive influences on brand image. Furthermore, the study indicates the mediating role of brand image on CSR, corporate reputation and customer loyalty. Originality/value This paper establishes the mediating role of brand image among CSR, corporate reputation and customer loyalty for non-life insurance industries. Additionally, the empirical results focus on analysing the impact of CSR on customer’s behaviour, and strongly encourage insurers to continue investing; CSR and brand image can be strategic marketing tools and promote the sustainable development of insurance.

scholarly journals Exploring the Relationship Between Corporate Social Responsibility, Trust, Corporate Reputation, and Brand Equity

2021 ◽  
Vol 12 ◽  
Author(s):  
Yan Zhao ◽  
Manzir Abbas ◽  
Madeeha Samma ◽  
Tarik Ozkut ◽  
Mubbasher Munir ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Theory Of The Firm ◽  
Equation Modeling ◽  
Corporate Social ◽  
The Relationship

The purpose of this study is to investigate the relationship between corporate social responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the resource-based theory of the firm, this study proposes a theoretical framework. In this framework, CSR is theorized to strengthen CR and brand equity, directly and indirectly, through consumer trust. We used a questionnaire survey approach. In the questionnaire, 17 items were used with a 5-point Likert-Scale (1 stands for “strongly disagree,” and 5 stands for “strongly agree”). Data were collected from the consumers of the banking sector in the vicinity of Lahore, Pakistan. To estimate the proposed relationships in the conceptual model, we use structural equation modeling (SEM) through Smart PLS 3.2. The outcomes of this study confirm that CSR significantly impacts CR and brand equity. It is also demonstrated that trust mediates positively and significantly in the relationship between CSR, CR, and BE. Results of the present study have several implications for the senior management, marketing expert, administrators, and policymakers. This study expresses how CSR boosts BE and CR. Moreover, this study also indicates that trust is an important factor that enhances BE and CR.

Sign in / Sign up

Export Citation Format

Share Document