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Generating global brand equity through corporate social responsibility to key stakeholders


  • Tribo Gine, José Antonio
  • Torres Lacomba, Anna
  • Bijmolt, Tammo H. A.


In 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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  • Tribo Gine, José Antonio & Torres Lacomba, Anna & Bijmolt, Tammo H. A., 2010. "Generating global brand equity through corporate social responsibility to key stakeholders," INDEM - Working Paper Business Economic Series id-10-04, Instituto para el Desarrollo Empresarial (INDEM).
  • Handle: RePEc:cte:idrepe:id-10-04

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    1. 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;Academy of International Business, vol. 33(3), pages 497-514, September.
    2. 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.
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    6. 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, March.
    7. Catherine M. Paul & Donald Siegel, 2006. "Corporate social responsibility and economic performance," Journal of Productivity Analysis, Springer, vol. 26(3), pages 207-211, December.
    8. 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.
    9. 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.
    10. Manuel Arellano & Stephen Bond, 1991. "Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations," Review of Economic Studies, Oxford University Press, vol. 58(2), pages 277-297.
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    1. repec:kap:jbuset:v:143:y:2017:i:1:d:10.1007_s10551-015-2782-2 is not listed on IDEAS
    2. Won-Moo Hur & Hanna Kim & Jeong Woo, 2014. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation," Journal of Business Ethics, Springer, vol. 125(1), pages 75-86, November.
    3. Andreu, Luisa & Casado-Díaz, Ana B. & Mattila, Anna S., 2015. "Effects of message appeal and service type in CSR communication strategies," Journal of Business Research, Elsevier, vol. 68(7), pages 1488-1495.
    4. Blanca de-Miguel-Molina & Vicente Chirivella-González & Beatriz García-Ortega, 2016. "Corporate philanthropy and community involvement. Analysing companies from France, Germany, the Netherlands and Spain," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(6), pages 2741-2766, November.
    5. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    6. Jennifer Martínez-Ferrero & Shantanu Banerjee & Isabel María García-Sánchez, 2016. "Corporate Social Responsibility as a Strategic Shield Against Costs of Earnings Management Practices," Journal of Business Ethics, Springer, vol. 133(2), pages 305-324, January.
    7. repec:spr:manint:v:53:y:2013:i:6:d:10.1007_s11575-013-0179-y is not listed on IDEAS
    8. Hanna Kim & Won-Moo Hur & Junsang Yeo, 2015. "Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation," Sustainability, MDPI, Open Access Journal, vol. 7(4), pages 1-12, March.
    9. Idoya Ferrero-Ferrero & María Ángeles Fernández-Izquierdo & María Jesús Muñoz-Torres, 2016. "The Effect of Environmental, Social and Governance Consistency on Economic Results," Sustainability, MDPI, Open Access Journal, vol. 8(10), pages 1-16, October.
    10. Magdalena Bekk & Matthias Spörrle & Rebekka Hedjasie & Rudolf Kerschreiter, 2016. "Greening the competitive advantage: antecedents and consequences of green brand equity," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(4), pages 1727-1746, July.

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