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Generating global brand equity through corporate social responsibility to key stakeholders

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorTorres Lacomba, Anna
dc.contributor.authorBijmolt, Tammo H. A.
dc.contributor.authorTribo Gine, José Antonio
dc.contributor.authorVerhoef, Peter
dc.date.accessioned2012-05-15T18:25:46Z
dc.date.available2012-05-15T18:25:46Z
dc.date.issued2012-03
dc.description.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 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.
dc.description.statusPublicado
dc.format.mimetypeapplication/pdf
dc.identifier.bibliographicCitationInternational journal of research in marketing, v. 29, n. 1, mar.2012, pp. 13-24
dc.identifier.doi10.1016/j.ijresmar.2011.10.002
dc.identifier.issn0167-8116
dc.identifier.publicationfirstpage13
dc.identifier.publicationissue1
dc.identifier.publicationlastpage24
dc.identifier.publicationtitleInternational journal of research in marketing
dc.identifier.publicationvolume29
dc.identifier.urihttps://hdl.handle.net/10016/14272
dc.language.isoeng
dc.publisherElsevier Sequoia
dc.relation.isversionofhttp://e-archivo.uc3m.es/handle/10016/9314
dc.relation.publisherversionhttp://dx.doi.org/10.1016/j.ijresmar.2011.10.002
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.subject.otherGlobal brands
dc.subject.otherBrand equity
dc.subject.otherCorporate social responsibility
dc.subject.otherStakeholders
dc.titleGenerating global brand equity through corporate social responsibility to key stakeholders
dc.typeresearch article*
dc.type.hasVersionAM*
dspace.entity.typePublication
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