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Understanding the impacts of corporate social responsibility and brand attributes on brand equity in the restaurant industry

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  • Michael S Lin

    (Pennsylvania State University, USA)

  • Yeasun K Chung

    (Oklahoma State University–Stillwater, USA)

Abstract

This study aims to understand how corporate social responsibility (CSR) toward food, environment, employment, and community affects the dimensions of brand equity. It also examines the roles of size, segment, and brand identity in the relationship between CSR and brand equity in the restaurant industry. A set of five surveys with hypothetical CSR situations was used. The results of analyses indicate that CSR has a positive impact on brand equity depending on brand size, segment, and identity as well as a type of CSR. This study suggests that restaurants’ social responsibilities should not be simplified with a single measure of CSR as each type of CSR builds a particular aspect of brand equity. Brand attributes such as brand size, segment, and identity also extend the understanding of the CSR-brand equity relationship.

Suggested Citation

  • 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.
    • Handle: RePEc:sae:toueco:v:25:y:2019:i:4:p:639-658
    DOI: 10.1177/1354816618813619
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    References listed on IDEAS

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    Cited by:

    1. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    2. Wen-Qi Ruan & Shu-Ning Zhang, 2022. "Understand the differences in the brand equity construction process between local and foreign restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 681-719, September.

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