Publication: Generating global brand equity through corporate social responsibility to key stakeholders
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2012-03
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Elsevier Sequoia
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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 the credibility of social responsibility policies
with other stakeholders.Wetest these theoretical contentions by using panel data comprised of 57 global brands
originating from10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland, and The
Netherlands) for the period from 2002 to 2008. Our findings show that CSR toward each of the stakeholder
groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies
in communities obtain strong positive benefits through the generation of BE, enhancing the positive
effects of CSR toward other stakeholders, particularly customers. Therefore, for managers of global brands,
when generating brand value, it is particularly effective to combine global strategies with the need to satisfy
the interests of local communities.
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Keywords
Global brands, Brand equity, Corporate social responsibility, Stakeholders
Bibliographic citation
International journal of research in marketing, v. 29, n. 1, mar.2012, pp. 13-24