IDEAS home Printed from https://ideas.repec.org/a/ids/ijmpra/v7y2014i2p126-143.html
   My bibliography  Save this article

Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector

Author

Listed:
  • Marina Mattera
  • Verónica Baena
  • Julio Cerviño

Abstract

Corporate Social Responsibility (CSR) is understood as liabilities a person or organisation has towards its social context, including people as well as physical environment, when conducting any activity whose consequences will not only affect the subject who carries it out, but also the other individuals. However, there has been scarce attention in academia and practice to CSR's influence on brand awareness. To shed light on this issue, this study uses stakeholder theory to provide insights into the effects that CSR reporting initiatives and effective communication have on a company's brand. Sixteen most renowned and well-known service companies of Spain were considered. Findings of the study demonstrate a positive association between holding the ISO 26000 certification and a firm's brand awareness. Furthermore, it was shown that reported information being reviewed by organisms other than global reporting initiative organisation is positively associated with the company's brand awareness in the service sector.

Suggested Citation

  • Marina Mattera & Verónica Baena & Julio Cerviño, 2014. "Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 7(2), pages 126-143.
  • Handle: RePEc:ids:ijmpra:v:7:y:2014:i:2:p:126-143
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=61474
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lovemore Chikazhe & Blessing Chigunha & Martin Dandira & Tendai Silvaziso Mandere & King Christopher Muchenje, 2020. "Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty," Business Management and Strategy, Macrothink Institute, vol. 11(1), pages 243-261, June.
    2. Kudzaishe Charlotte Gaura & Wilbert Manyanga & Lovemore Chikazhe, 2021. "The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(13), pages 22-36.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmpra:v:7:y:2014:i:2:p:126-143. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=91 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.