Generating global brand equity through corporate social responsibility to key stakeholders
AbstractIn this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders. In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries (USA, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility provided by the Sustainalytics Global Profile (SGB) database, as compiled by Sustainalytics.
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Bibliographic InfoPaper provided by Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester" in its series Business Economics Working Papers with number id-10-04.
Date of creation: Sep 2010
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Global brands; Brand equity; Corporate Social Responsibility; Stakeholders;
Other versions of this item:
- Anna Torres & Tammo H. A. Bijmolt & Peter Verhoef & Josep A. Tribó, 2011. "Generating global brand equity through corporate social responsibility to key stakeholders," Business Economics Working Papers id-11-02, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".
- Anna Torres & Tammo H. A. Bijmolt & Josep A. Tribó & Peter Verhoef, 2010. "Generating global brand equity through corporate social responsibility to key stakeholders," Economics Working Papers 1209, Department of Economics and Business, Universitat Pompeu Fabra, revised Oct 2011.
- Bijmolt, Tammo H.A. & Atribo, Jo & Torres Lacomba, Anna, 2010. "Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders," Research Report 10007, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
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