Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective:

Published on Feb 1, 2018in Global Business Review
· DOI :10.1177/0972150917713270
Anupam Singh2
Estimated H-index: 2
(Shri Vaishnav Institute of Technology and Science),
Anupam Singh4
Estimated H-index: 4
+ -1 AuthorsPriyanka Verma4
Estimated H-index: 4
(NIT-B: Maulana Azad National Institute of Technology)
Can corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of the study show that CSR initiatives have a positive impact on brand value through mediating effects of enhanced brand image and brand loyalty. Findings suggest that managers need to understand that CSR is an opportunity to drive better organizational value and hence it should be incorporated at all operational levels.
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