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.

The Influence of CSR on B2B Relationships

2018 ◽  
pp. 1-21
Author(s):  
Susan Saurage-Altenloh ◽  
Phillip M. Randall
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Management ◽  
Sustainable Competitive Advantage ◽  
Corporate Brand ◽  
B2b Relationships ◽  
Management Experience ◽  
Corporate Social

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.

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.

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.

Measuring the impact of corporate social responsibility practices on brand equity in the banking industry in Bangladesh

2018 ◽  
Vol 36 (5) ◽  
pp. 806-822 ◽  
Author(s):  
Md. Hafez
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Banking Industry ◽  
Corporate Image ◽  
Brand Awareness ◽  
Content Type ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship

PurposeThe banking industry in Bangladesh is now conducting business under the growing pressure to conform to every aspect of corporate social responsibility (CSR) for the welfare of their clients and society. The value of CSR practices is attributed to the relationship between corporate image, brand awareness, brand equity (BE), competitive advantage and financial result. The purpose of this paper is to measure the impact of CSR on BE and to establish the moderating impact of corporate image and brand awareness.Design/methodology/approachStructural equation modeling was used to test the proposed hypotheses using a sample of 200 public and private bank customers in Bangladesh.FindingsThe results of this study demonstrated that CSR has a significant direct effect on the corporate image, brand awareness and BE. The results also confirm that corporate image and brand awareness partially mediate the relationship between CSR and BE.Practical implicationsThe findings indicate that successfully CSR practices will enhance a bank’s image in the mind of customers. Customers will feel that they are contributing to social causes because they are receiving services from socially responsible organizations. CSR practices also create customer awareness regarding the financial services provided by a bank. Consequently, good reputation and brand awareness contribute to building strong BE for banks.Originality/valueThis research shows the mediating role of brand awareness and corporate image with CSR and BE in the context of the banking industry in Bangladesh which is rarely studied. Therefore, the findings of this study will add value to the existing literature.

scholarly journals The influence of corporate social responsibility on corporate brand equity: a study with structural equation modeling

2021 ◽  
Vol 12 (4) ◽  
pp. 815-831
Author(s):  
Paulo Henrique Ceciliano ◽  
Paulo Roberto Da Costa Vieira ◽  
Antônio Carlos Magalhães da Silva
Keyword(s):  
Corporate Social Responsibility ◽  
Structural Equation Modeling ◽  
Social Responsibility ◽  
Brand Equity ◽  
Structural Equation ◽  
Research Work ◽  
Equation Modeling ◽  
Corporate Brand ◽  
Response Options ◽  
Corporate Social

The concept of corporate social responsibility (CSR) plays an important role in corporate marketing and is understood as a strategic variable, because if managed properly, it can increase the corporation's market share. This study investigates the various causal relationships between corporate social responsibility, corporate brand credibility (CBC), corporate reputation (CR) and corporate brand equity (CBE). Data were collected through a survey with a self-administered structured questionnaire, with five response options scored on a Likert scale. The sample included 310 consumers who expressed their opinions on a large Brazilian oil and gas company. The data were treated through structural equation modeling with partial least squares. The results showed that CSR has direct and indirect effects on CBE. Mixed methods are worthwhile to those who are working on a doctorate research work. Moreover, it will be helpful to develop knowledge through this method that can be beneficial to academia and Practitioners.

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