How CSR Affects Brand Equity of Indian Firms

Published on Apr 26, 2017in Global Business Review
· DOI :10.1177/0972150917693149
Anupam Singh4
Estimated H-index: 4
(NIT-B: Maulana Azad National Institute of Technology),
Priyanka Verma4
Estimated H-index: 4
(NIT-B: Maulana Azad National Institute of Technology)
Sources
Abstract
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.
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