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Generating global brand equity through corporate social responsibility to key stakeholders

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  • Anna Torres

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  • Tammo H. A. Bijmolt
  • Josep A. Tribó
  • Peter Verhoef

Abstract

In 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.

Suggested Citation

  • 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.
  • Handle: RePEc:upf:upfgen:1209
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    3. 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.
    4. 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.
    5. 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.
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    10. 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.
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    14. Wang, David Han-Min & Chen, Pei-Hua & Yu, Tiffany Hui-Kuang & Hsiao, Chih-Yi, 2015. "The effects of corporate social responsibility on brand equity and firm performance," Journal of Business Research, Elsevier, vol. 68(11), pages 2232-2236.
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    16. Zou, Peng & Li, Guofeng, 2016. "How emerging market investors' value competitors' customer equity: Brand crisis spillover in China," Journal of Business Research, Elsevier, vol. 69(9), pages 3765-3771.
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    Keywords

    Global Brands; Brand Equity; Corporate Social Responsibility; Stakeholders.;

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