IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v20y2019i1p64-86.html
   My bibliography  Save this article

The impact of corporate social responsibility on brand equity of Indian firms

Author

Listed:
  • Anupam Singh
  • Priyanka Verma

Abstract

The purpose of this study was to investigate the nexus of corporate social responsibility (CSR) and brand equity (BE). Although numerous studies have been conducted in this domain, conflicting results are reported. This is because prior studies did not consider the role of mediating and/or confounding factors, which can change the direction of the relationship. Therefore, this study has considered brand awareness (BA), brand image (BI), brand loyalty (BL), and purchase intention (PI) as potential mediators in the relationship between CSR and brand equity performance. On the other hand, the study controlled the confounding effects of firm's industry affiliation, ownership and size while testing the CSR-BE relationship. By using structural equation modelling (SEM) approach, results provide an evidence of the positive and significant effect of CSR on BE via mediating variables. Multigroup analysis was also conducted to verify this relationship across the group of companies with respect to its industry affiliation, ownership and size. Results of multigroup analysis reveal a consistently positive and significant relationship between CSR and BE for all type of companies.

Suggested Citation

  • Anupam Singh & Priyanka Verma, 2019. "The impact of corporate social responsibility on brand equity of Indian firms," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 20(1), pages 64-86.
    • Handle: RePEc:ids:ijbire:v:20:y:2019:i:1:p:64-86
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=101689
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

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


    Cited by:

    1. Muhsina Jannat & Md. Mahmudul Haque & Mohammad Ashraful Ferdous Chowdhury, 2024. "Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector," FIIB Business Review, , vol. 13(3), pages 340-355, May.
    2. Behl, Abhishek & Gaur, Jighyasu & Pereira, Vijay & Yadav, Rambalak & Laker, Benjamin, 2022. "Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19 – A multi-theoretical approach," Journal of Business Research, Elsevier, vol. 148(C), pages 378-389.
    3. Faisal Masud & Dr. Ali Raza Hamid, 2023. "Impact of Corporate Social Responsibility on the components of Brand Equity: A study of multichannel banking in the context of Pakistani Banks," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 433-442.

    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:ids:ijbire:v:20:y:2019:i:1:p:64-86. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    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.