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Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector

Author

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  • Marina Mattera
  • Verónica Baena
  • Julio Cerviño

Abstract

Corporate Social Responsibility (CSR) is understood as liabilities a person or organisation has towards its social context, including people as well as physical environment, when conducting any activity whose consequences will not only affect the subject who carries it out, but also the other individuals. However, there has been scarce attention in academia and practice to CSR's influence on brand awareness. To shed light on this issue, this study uses stakeholder theory to provide insights into the effects that CSR reporting initiatives and effective communication have on a company's brand. Sixteen most renowned and well-known service companies of Spain were considered. Findings of the study demonstrate a positive association between holding the ISO 26000 certification and a firm's brand awareness. Furthermore, it was shown that reported information being reviewed by organisms other than global reporting initiative organisation is positively associated with the company's brand awareness in the service sector.

Suggested Citation

  • Marina Mattera & Verónica Baena & Julio Cerviño, 2014. "Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 7(2), pages 126-143.
    • Handle: RePEc:ids:ijmpra:v:7:y:2014:i:2:p:126-143
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    Cited by:

    1. Kudzaishe Charlotte Gaura & Wilbert Manyanga & Lovemore Chikazhe, 2021. "The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(13), pages 22-36.
    2. Lovemore Chikazhe & Blessing Chigunha & Martin Dandira & Tendai Silvaziso Mandere & King Christopher Muchenje, 2020. "Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty," Business Management and Strategy, Macrothink Institute, vol. 11(1), pages 243-261, June.

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