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

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  • 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
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    References listed on IDEAS

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