RT Journal Article
T1 Generating global brand equity through corporate social responsibility to key stakeholders
A1 Torres Lacomba, Anna
A1 Bijmolt, Tammo H. A.
A1 Tribo Gine, José Antonio
A1 Verhoef, Peter
AB 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 policieswith other stakeholders.Wetest these theoretical contentions by using panel data comprised of 57 global brandsoriginating from10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland, and TheNetherlands) for the period from 2002 to 2008. Our findings show that CSR toward each of the stakeholdergroups has a positive impact on global BE. In addition, global brands that follow local social responsibility policiesin communities obtain strong positive benefits through the generation of BE, enhancing the positiveeffects 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 satisfythe interests of local communities.
PB Elsevier Sequoia
SN 0167-8116
YR 2012
FD 2012-03
LK https://hdl.handle.net/10016/14272
UL https://hdl.handle.net/10016/14272
LA eng
DS e-Archivo
RD 1 sept. 2024