Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized to test structural model. Results indicate that firm’s CSR activities have positive effect on its BE. However, brand awareness, brand image, brand loyalty and purchase intention mediate the CSR and BE relationship. This study adds to the existing CSR literature theoretically and also offers the managerial implications. The findings of this study would help the companies to renovate their management strategies from traditional profit oriented to socially responsible business approach for sustainable business performance.
The aim of this study is to explore the relationship between corporate social responsibility (CSR) (defined through multi-stakeholder’s framework) and financial performance in the context of Rajasthan small and medium enterprises (SMEs). To achieve this objective, an exploratory study was conducted and data were collected using structured questionnaire based on pretested scale items from 384 SMEs and structural equation modelling (second order) was employed. The statistics shows the overall mo...
#1Priyanka Verma(NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
#2Anupam Singh(NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Corporate social responsibility (CSR) is a buzzword worldwide. In today’s globalized world, one of the great challenges faced by firms is integration of CSR in business. Stakeholders require a lot more from companies than merely pursuing growth and profitability. They demand information about economic, social and environmental performances of the companies. Previous studies in developed countries have confirmed that a true and sincere corporate communication leads to the building of stakeholders...
#2Zillur Rahman(IITR: Indian Institute of Technology Roorkee)H-Index: 53
In the face of growing attention to corporate social responsibility (CSR) activities in the marketplace, this paper seeks to demonstrate how corporate social responsibility (CSR) initiatives influence customer purchase intention in context of Indian retail banking. Further, the impact of awareness as a moderating variable between CSR and purchase intention has been examined. The conclusion drawn from this study have important implications for Indian banks as they suggest that building a socially...
#1Mobin Fatma(IITR: Indian Institute of Technology Roorkee)H-Index: 13
#2Zillur Rahman(IITR: Indian Institute of Technology Roorkee)H-Index: 53
Last. Imran Khan(IITR: Indian Institute of Technology Roorkee)H-Index: 17
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Purpose – The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India. Design/methodology/approach – A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural equations modeling has been employed. Findings – Re...
#1Vishal Vyas(Indian Institute of Information Technology and Management, Gwalior)H-Index: 8
#2Sonika Raitani(Mody University of Science & Technology)H-Index: 3
Purpose - – This paper aims to probe into the linkages between the corporate social responsibility (CSR) practices of banks and the cross-buying intentions of banking customers. Though the authors could not find any direct link between these two concepts on theoretical ground, but an effort has been made to identify the impact of CSR on cross-buying intentions through corporate reputation and relationship quality. Like other industries, the Indian banking industry has also witnessed a balance be...
Corporate social responsibility (CSR) is an increasingly important construct in academia, as well as a pressing item on the practical corporate agenda. Many firms do not recognize CSR activities as investments in improving company values both internally and in the eyes of consumers. This study examines how the perceived fit between consumers' point of view (i.e., their values and lifestyles) and CSR activities influences consumer loyalty through such mediating variables as consumer perception of...
#1Ker-Tah Hsu(National Taichung University of Education)H-Index: 1
This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only i...
A favorable corporate image and reputation can provide differentiation and be a source of sustainable competitive advantage. This research focuses on the retail investor's perception of the corporate image and reputation of large Mainland Chinese enterprises listed in Hong Kong, which are generally still perceived as being less accountable and transparent compared to the other blue chip companies listed in Hong Kong. The results from the focus groups and mail surveys suggest that three factors s...
The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing environmental challenges. Discourses regarding corporate social responsibility intensified with the emergence of financial crisis. Many of these debates refer to the role CSR plays in society and reasons for a company to involve in supporting social causes in times of crisis.
Last. Ye Dai(University of Texas at Austin)H-Index: 1
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The idea of organizational reputation is intuitive and simple in its common usage. However, it is surprisingly complex when employed and investigated in management research, as evidenced by the multiple definitions, conceptualizations, and operationalizations that have emerged across studies. The authors see the past decade as a formative phase of the research, characterized by attempts to bring theoretical coherence and rigor to the subject area. In their review of the management literature, th...
While involvement in CSR activities is common practice in today’s sporting world, there is a need to go beyond the activities themselves to explore how fans’ perceptions of CSR can affect customer-...
#1Ahmad Aljarah(Girne American University)H-Index: 5
#2Blend Ibrahim(Girne American University)H-Index: 4
It is largely believed that genuine corporate efforts to embrace social responsibilities stimulate customers to respond positively to such corporations. However, empirical research about the robust...
#1Amanpreet Kaur(G.N.D.U.: Guru Nanak Dev University)H-Index: 8
#2Balwinder Singh(G.N.D.U.: Guru Nanak Dev University)H-Index: 10
Good reputation carries a significant value for organization. Although firms make every effort to earn respect among stakeholders, it is difficult on the part of stakeholders to judge firm’s qualit...
#1Md. Hafez(Ahsanullah University of Science and Technology)H-Index: 1
The 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...