Generating global brand equity through corporate social responsibility to key stakeholders
AbstractIn this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to social responsible polices with other stakeholders. We test these theoretical contentions using panel data comprised of 57 global brands originating from 10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2008. Our findings show that CSR to each of the stakeholder groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies over communities obtain strong positive benefits in terms of the generation of BE, as it enhances the positive effects of CSR to other stakeholders, particularly to customers. Therefore, for managers of global brands it is particularly productive for generating brand value to combine global strategies with the satisfaction of the interests of local communities.
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Bibliographic InfoPaper provided by Department of Economics and Business, Universitat Pompeu Fabra in its series Economics Working Papers with number 1209.
Date of creation: Feb 2010
Date of revision: Oct 2011
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Web page: http://www.econ.upf.edu/
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".
- 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).
- Anna Torres & Tammo H. A. Bijmolt & Josep A. Tribó, 2010. "Generating global brand equity through corporate social responsibility to key stakeholders," Business Economics Working Papers id-10-04, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".
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