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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
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
Date of revision:
Contact details of provider:
Postal: Edificio "Normante", Despacho 6.0.27, Avd. de Madrid, 126, 28903, Getafe (Madrid)
Web page: http://www.uc3m.es/portal/page/portal/inst_desarr_empres_carmen_vidal_ballester
More information through EDIRC
Global brands; Brand equity; Corporate Social Responsibility; Stakeholders;
Other versions of this item:
- 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.
- 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".
- Torres, Anna & Bijmolt, Tammo H. A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," Open Access publications from Universidad Carlos III de Madrid info:hdl:10016/14272, Universidad Carlos III de Madrid.
- 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).
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Arellano, Manuel & Bond, Stephen, 1991. "Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations," Review of Economic Studies, Wiley Blackwell, vol. 58(2), pages 277-97, April.
- Greenley, Gordon E. & Hooley, Graham J. & Rudd, John M., 2005. "Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets," Journal of Business Research, Elsevier, vol. 58(11), pages 1483-1494, November.
- Dekimpe, M.G. & Hanssens, D.M. & Nijs, V.R. & Steenkamp, J-B.E.M., 2003. "Measuring Short- and Long-run Promotional Effectiveness on Scanner Data Using Persistence Modeling," Research Paper ERS-2003-087-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Fry, Marie-Louise & Polonsky, Michael Jay, 2004. "Examining the unintended consequences of marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1303-1306, November.
- Isabelle Maignan & David A Ralston, 2002. "Corporate Social Responsibility in Europe and the U.S.: Insights from Businesses' Self-presentations," Journal of International Business Studies, Palgrave Macmillan, vol. 33(3), pages 497-514, September.
- Keith J. Blois, 1999. "Trust in Business to Business Relationships: An Evaluation of its Status," Journal of Management Studies, Wiley Blackwell, vol. 36(2), pages 197-215, 03.
- Catherine M. Paul & Donald Siegel, 2006.
"Corporate social responsibility and economic performance,"
Journal of Productivity Analysis,
Springer, vol. 26(3), pages 207-211, December.
- Catherine J. Morrison-Paul & Donald S. Siegel, 2006. "Corporate Social Responsibility and Economic Performance," Rensselaer Working Papers in Economics 0605, Rensselaer Polytechnic Institute, Department of Economics.
- Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and the Sustainability of Competitive Advantage: Reply," Management Science, INFORMS, vol. 35(12), pages 1514-1514, December.
- Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and Sustainability of Competitive Advantage," Management Science, INFORMS, vol. 35(12), pages 1504-1511, December.
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
- Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ().
If references are entirely missing, you can add them using this form.