IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v13y2023i5p118-d1132958.html
   My bibliography  Save this article

The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction

Author

Listed:
  • Joana Araújo

    (ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

  • Inês Veiga Pereira

    (CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

  • José Duarte Santos

    (CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

Abstract

This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the pandemic, a product that used a CSR action. Subsequently, data were analyzed through Smart PLS, following the Structural Equation Model. It was possible to conclude that the CSR initiatives positively affect consumer satisfaction through the mediating effect of brand image and brand equity. Further, brand image and brand equity improve when companies use CSR initiatives, and, despite what previous research has concluded, consumer satisfaction is not affected directly when CSR initiatives are used. This research has also showed that CSR’s impact on brand image is higher for men, and CSR initiatives’ impact on brand equity is also higher for regular purchase consumers.

Suggested Citation

  • Joana Araújo & Inês Veiga Pereira & José Duarte Santos, 2023. "The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction," Administrative Sciences, MDPI, vol. 13(5), pages 1-16, April.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:5:p:118-:d:1132958
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/13/5/118/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/13/5/118/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    2. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    3. Abdullah A. Alakkas & Vivek & Mohinder Paul & Mohammed Kamalun Nabi & Mohammed Arshad Khan, 2022. "Corporate Social Responsibility and Firm-Based Brand Equity: The Moderating Effect of Marketing Communication and Brand Identity," Sustainability, MDPI, vol. 14(10), pages 1-21, May.
    4. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.
    5. Fatih Özcan & Meral Elçi, 2020. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation," SAGE Open, , vol. 10(4), pages 21582440209, November.
    6. Qingyu Zhang & Sohail Ahmad, 2022. "Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    7. Gonzalo Maldonado-Guzman & Sandra Yesenia Pinz¨®n-Castro & Cid Leana-Morales, 2017. "Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(3), pages 38-47, September.
    8. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    9. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    10. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics," Journal of Business Research, Elsevier, vol. 63(3), pages 255-262, March.
    11. Sun, Wenbin & Cui, Kexiu, 2014. "Linking corporate social responsibility to firm default risk," European Management Journal, Elsevier, vol. 32(2), pages 275-287.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    2. Phichhang Ou & Sidet Thet & Venviv Soem & Phannet Hor & Laisoeung Ean & Davann Theng, 2024. "Determinants of customer satisfaction of mobile network providers in Cambodia: a study of hybrid model of structural equation modeling (SEM) and artificial neural network (ANN)," SN Business & Economics, Springer, vol. 4(8), pages 1-31, August.
    3. Teng Ma & Huiling Wang & Ying Qu, 2024. "Impact of Corporate Social Responsibility on Organizational Resilience in Construction Firms—A Study from China," Sustainability, MDPI, vol. 16(19), pages 1-15, September.
    4. Liubov Vasylyshyna & Kateryna Yahelska, 2024. "Modeling the design of marketing research of the brands’ social responsibility," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 3(4(77)), pages 21-24, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Olukorede Adewole, 2024. "‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-23, December.
    2. Ovidiu-Ioan Moisescu, 2015. "The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 21-30.
    3. Michael S Lin & Yeasun K Chung, 2019. "Understanding the impacts of corporate social responsibility and brand attributes on brand equity in the restaurant industry," Tourism Economics, , vol. 25(4), pages 639-658, June.
    4. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    6. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    7. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    8. Bongani Munkuli & Renee Horne, 2018. "Financial Markets Value Reputation for Corporate Social Responsibility (CSR) – A Study of the South African Mining Sector," Africagrowth Agenda, Africagrowth Institute, vol. 15(2), pages 17-22.
    9. repec:aud:audfin:v:21:y:2019:i:51:p:422 is not listed on IDEAS
    10. Yukuo Zhang & Teng Wang & Chunbao Wang & Changgao Cheng, 2023. "Quantitative Evaluation of China’s CSR Policies Based on the PMC-Index Model," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    11. Liliana Nicoleta Simionescu & Ștefan Cristian Gherghina & Ziad Sheikha & Hiba Tawil, 2020. "Does Water, Waste, and Energy Consumption Influence Firm Performance? Panel Data Evidence from S&P 500 Information Technology Sector," IJERPH, MDPI, vol. 17(14), pages 1-31, July.
    12. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    13. Ana Belen Tulcanaza-Prieto & HoKyun Shin & Younghwan Lee & Chang Won Lee, 2020. "Relationship among CSR Initiatives and Financial and Non-Financial Corporate Performance in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 12(4), pages 1-16, February.
    14. Ovidiu I. Moisescu & Oana A. Gică & Victor O. Müller & Camelia Ancuța Müller, 2019. "Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    15. Efstathios Dimitriadis & Eleni Zilakaki, 2019. "The Effect of Corporate Social Responsibility on Customer Loyalty in Mobile Telephone Companies," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 433-450.
    16. Jung-Yong Lee & Chang-Hyun Jin, 2019. "The Role of Ethical Marketing Issues in Consumer-Brand Relationship," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    17. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    18. Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.
    19. Premendra Kumar Singh & Asokan Vasudevan & Elangbam Nixon Singh & Bidhu Kanti Das & Raju Ganesh Sunder & Nilesh R. Mate & Rajinder Kumar & Niharika Singh & Bendangienla Aier, 2024. "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty in Indian Telecom Industry: The Moderating Role of Consumer Demographics," Sustainability, MDPI, vol. 16(16), pages 1-20, August.
    20. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    21. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:13:y:2023:i:5:p:118-:d:1132958. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.