Article2017

How CSR Affects Brand Equity of Indian Firms?

26 citations0/0 files storedGlobal Business Review

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Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized to test structural model. Results indicate that firm’s CSR activities have positive effect on its BE. However, brand awareness, brand image, brand loyalty and purchase intention mediate the CSR and BE relationship. This study adds to the existing CSR literature theoretically and also offers the managerial implications. The findings of this study would help the companies to renovate their management strategies from traditional profit oriented to socially responsible business approach for sustainable business performance.

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References

1998Principles and Practice of Structural Equation Modeling 1994The Commitment-Trust Theory of Relationship Marketing 2025Advances in Consumer Research 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2007The Social Responsibility of Business Is to Increase Its Profits 1979A Three-Dimensional Conceptual Model of Corporate Performance 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2004Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods

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