Generating global brand equity through corporate social responsibility to key stakeholders

The chapter addresses how ethical actions deliver value through sustainable competitive advantage. Corporate social responsibility (CSR) has a proven role in developing audience trust that increases brand equity among target audiences and stakeholders, thus ensuring that the brand sustains its competitive advantage through improved profitability and reputation in the market. Not only do businesses have a social responsibility to the markets from which they earn revenues, but buyers expect ethical businesses to have an established CSR program in place. Businesses that engage in CSR activities within the process of corporate brand management experience stronger reputation that drives loyalty and sales, resulting in a competitive, sustainable market advantage.

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Impact of Corporate Social Responsibility on Service Performance in Mediating Effect of Brand Equity With Reference to Banks in India

Corporate Social Responsibility ◽

10.4018/978-1-5225-6192-7.ch074 ◽

2019 ◽

pp. 1421-1432

Author(s):

T. Praveen Kumar

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Brand Equity ◽

Structural Equation ◽

Banking Sector ◽

Sampling Technique ◽

Service Performance ◽

Brand Performance ◽

Corporate Social ◽

The Impact

In competitive global scenario banks are very keen in branding their corporate social responsibility to enhance their service performance to compete effectively. This study was carried out to explore and assess the impact of corporate social responsibility on service performance in banking sector through reputation. To measure the corporate social responsibility, Maignan and Ferrell (2004) CSR scale, for the service performance the SERVPERF Model Parasoarman (1985), and for brand equity the brand equity (BI) index, developed by Aaker (1991) were used. The simple random sampling technique was used to collect the data from 617 banking customers. Structural Equation Modelling was used to measure the impact of corporate social responsibility on service performance through brand equity. The findings of the study indicates that CSR initiatives were linked to stronger service performance of the bank which ends stronger brand performance with the bank.

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Building Brand Equity through the Influence of Corporate Social Responsibility (CSR): A Case Study of Hollard Insurance- Kumasi

Journal of Management Research ◽

10.5296/jmr.v9i1.10108 ◽

2017 ◽

Vol 9 (1) ◽

pp. 145 ◽

Cited By ~ 1

Author(s):

Daniels Reese Mensah ◽

Joseph Yensu ◽

Daniel Abayaakadina Atuilik

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Brand Equity ◽

Positive Influence ◽

Descriptive Statistics ◽

Insurance Company ◽

Brand Association ◽

Corporate Social

Corporate Social Responsibility (CSR) is an important part of every business entity and as such has been described as a tool to build the brand equity of a business. Thus, understanding its implications help firms to build their brand equity. Therefore, this study investigates into building brand equity through the influence of CSR in Hollard Insurance Company, Kumasi. Questionnaires were designed and administered to a sample of 373 employees and customers of the Hollard Insurance Company. The data collected were analysed using descriptive statistics, cronbach alpha and multiple regression. The study shows that all CSR variables influence Brand Equity. However, Legal, Ethical, Voluntary and aggregated Corporate Social Responsibility significantly influence Brand Equity, with positive relationships. Ethical Responsibility was found not to be significant, but had a positive influence on Brand equity. The findings suggest that with Hollard Insurance commitments to legal, ethical and voluntary responsibility; they can present better view of their services by considering the CSR and include a positive brand association of their name in people's minds. It was further suggested that Hollard Insurance Company should review its CSR to assess the quality of legal, ethical and voluntary responsibilities to determine whether they are effectively carried out.

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Does corporate social responsibility contribute to strengthen brand equity? An empirical study

International Review on Public and Nonprofit Marketing ◽

10.1007/s12208-017-0185-z ◽

2017 ◽

Vol 14 (4) ◽

pp. 513-533 ◽

Cited By ~ 5

Author(s):

Subhajit Bhattacharya

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Empirical Study ◽

Brand Equity ◽

Corporate Social

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Aligning Core Brand Values (CBV) and Corporate Social Responsibility (CSR) to Enhance Corporate Brand Equity (CBE): A Non - Monetary Approach

Indian Journal of Marketing ◽

10.17010/ijom/2014/v44/i8/80126 ◽

2014 ◽

Vol 44 (8) ◽

pp. 21

Author(s):

Shiva Nandan ◽

Monica Nandan

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Brand Equity ◽

Corporate Brand ◽

Monetary Approach ◽

Brand Values ◽

Corporate Social ◽

Core Brand

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Corporate Social Responsibility Activities that Influence Customer Loyalty of SMEs

International Journal of Business and Management ◽

10.5539/ijbm.v13n6p255 ◽

2018 ◽

Vol 13 (6) ◽

pp. 255 ◽

Cited By ~ 1

Author(s):

Peter K. Turyakira

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Customer Loyalty ◽

Structural Equation ◽

Small And Medium Enterprises ◽

Equation Modeling ◽

Key Stakeholders ◽

Medium Enterprises ◽

Corporate Social

Businesses are increasingly required to address the demands of key stakeholders, in addition to those of shareholders. There is an increasing role of corporate social responsibility (CSR) to large businesses and small and medium enterprises (SMEs) alike. However, research to support the degree of the application of CSR activities to SMEs with respect to customer loyalty is limited. The purpose of this study was to examine the selected CSR activities that impact the customer loyalty of SMEs. A self-administered questionnaire was distributed to selected SMEs in Kampala District, while Structural Equation Modeling was utilised to determine the influence of independent variables on the dependent variable. The study findings revealed that the selected CSR activities (Society-oriented CSR activities, Market-oriented CSR activities and Environmental-oriented CSR activities) positively influence the Customer loyalty of SMEs.

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Communicating corporate social responsibility via telecommunications websites

Information Development ◽

10.1177/0266666916671772 ◽

2016 ◽

Vol 33 (5) ◽

pp. 512-524 ◽

Cited By ~ 2

Author(s):

Anas Sulemena

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

South African ◽

Community Involvement ◽

Environmental Engagement ◽

Key Stakeholders ◽

Country Analysis ◽

Cross Country ◽

Corporate Social ◽

Telecommunications Companies

Many organizations engage in and also endeavor to report their corporate social responsibility (CSR) activities to placate the key stakeholders in society. This study is a cross-country analysis of CSR themes communicated by the eight top telecommunications companies in Africa using websites as a disclosure medium. The study evaluates CSR reportage in community involvement, ethical involvement, product and customer, human resource and environmental engagement in South Africa, Egypt, Nigeria and Kenya. The work concludes that the telecommunications companies in Africa sampled in the study are committed to and report their CSR activities. However, significant differences do exist in how the various companies reported on their CSR. The South African firms clearly lead in reporting CSR in most of the constructs investigated. However, the sampled firms all reported their contributions to education and community engagement. The work makes significant contributions to CSR reportage, especially in the area of cross-country analysis of CSR themes.

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