IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v19y2018i1p85-98.html
   My bibliography  Save this article

Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective

Author

Listed:
  • Anupam Singh
  • Priyanka Verma

Abstract

Can corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of the study show that CSR initiatives have a positive impact on brand value through mediating effects of enhanced brand image and brand loyalty. Findings suggest that managers need to understand that CSR is an opportunity to drive better organizational value and hence it should be incorporated at all operational levels.

Suggested Citation

  • Anupam Singh & Priyanka Verma, 2018. "Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective," Global Business Review, International Management Institute, vol. 19(1), pages 85-98, February.
    • Handle: RePEc:sae:globus:v:19:y:2018:i:1:p:85-98
    DOI: 10.1177/0972150917713270
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150917713270
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150917713270?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Brickley, James A. & Smith Jr., Clifford W. & Zimmerman, Jerold L., 2002. "Business ethics and organizational architecture," Journal of Banking & Finance, Elsevier, vol. 26(9), pages 1821-1835, September.
    2. Anupam Singh & Priyanka Verma, 2014. "CSR@ 2%: A New Model of Corporate Social Responsibility in India," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(10), pages 455-464, October.
    3. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    4. McFadden, Dawn Thilmany & Deselnicu, Oana & Costanigro, Marco, 2013. "How Consumers Respond to Corporate Social Responsibility Initiatives: A Cluster Analysis of Dairy Consumers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 44(1), pages 1-8, March.
    5. Adriana ZAIT & Patricea Elena BERTEA, 2011. "Methods For Testing Discriminant Validity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 217-224, November.
    6. Carter, Craig R. & Jennings, Marianne M., 2002. "Social responsibility and supply chain relationships," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 38(1), pages 37-52, January.
    7. Carlos J. Torelli & Alokparna Basu Monga & Andrew M. Kaikati, 2012. "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 948-963.
    8. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    9. Jones, Michael A. & Mothersbaugh, David L. & Beatty, Sharon E., 2002. "Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes," Journal of Business Research, Elsevier, vol. 55(6), pages 441-450, June.
    Full references (including those not matched with items on IDEAS)

    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. Anupam Singh & Priyanka Verma, 2017. "How CSR Affects Brand Equity of Indian Firms?," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 52-69, June.
    2. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    3. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    5. Agata Gurzawska & Markus Mäkinen & Philip Brey, 2017. "Implementation of Responsible Research and Innovation (RRI) Practices in Industry: Providing the Right Incentives," Sustainability, MDPI, vol. 9(10), pages 1-26, September.
    6. Jenni Sipilä & Sascha Alavi & Laura Marie Edinger-Schons & Sabrina Dörfer & Christian Schmitz, 2021. "Corporate social responsibility in luxury contexts: potential pitfalls and how to overcome them," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 280-303, March.
    7. Soumya Sarkar & Titas Bhattacharjee, 2017. "Impact of Voluntary Disclosures on Corporate Brand Equity," Corporate Reputation Review, Palgrave Macmillan, vol. 20(2), pages 125-136, May.
    8. 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.
    9. Chang-Hyun Jin & Jung-Yong Lee, 2019. "The Halo Effect of CSR Activity: Types of CSR Activity and Negative Information Effects," Sustainability, MDPI, vol. 11(7), pages 1-20, April.
    10. Santhiya Ramasamy & Karpal S. Dara Singh & Azlan Amran & Mehran Nejati, 2020. "Linking human values to consumer CSR perception: The moderating role of consumer skepticism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1958-1971, July.
    11. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    12. Yongzhi Qi & Yuchen Chai & Yifan Jiang, 2021. "Threshold effect of government subsidy, corporate social responsibility and brand value using the data of China’s top 500 most valuable brands," PLOS ONE, Public Library of Science, vol. 16(5), pages 1-15, May.
    13. Juniter Kwamboka Mokua & Yongqiang Gao & Duke D Obonyo, 2018. "Corporate Social Irresponsibility and Purchase Intention:The Mediating role of Corporate Reputation and Consumer Attitude," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 7(2), pages 30-46, April.
    14. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    15. Nguyen Minh Ha & Le Quoc Phong & Tran Kiem Viet Thang & Huynh Luong Tam & Tran Hai Dang & Nguyen Thi Mai Hoa, 2023. "Mediating role of corporate reputation in the relationship between corporate social responsibility and repurchase intention: A case study of McDonald’s fast food restaurant chain," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 19-38.
    16. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
    17. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    18. Min, Jihye & Kim, Jiyoung & Yang, Kiseol, 2023. "CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    19. Preechaya Chavalittumrong & Mark Speece, 2022. "Three-Pillar Sustainability and Brand Image: A Qualitative Investigation in Thailand’s Household Durables Industry," Sustainability, MDPI, vol. 14(18), pages 1-22, September.
    20. Scott Connors & Stephen Anderson-MacDonald & Matthew Thomson, 2017. "Overcoming the ‘Window Dressing’ Effect: Mitigating the Negative Effects of Inherent Skepticism Towards Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 145(3), pages 599-621, October.

    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:sae:globus:v:19:y:2018:i:1:p:85-98. 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: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    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.