TITLE

Corporate Social Responsibility, Perceived Customer Value, and Customer-Based Brand Equity: A Cross-National Comparison

AUTHOR(S)
Staudt, Simone; Shao, Chris Y.; Dubinsky, Alan J.; Wilson, Phillip H.
PUB. DATE
December 2014
SOURCE
Journal of Strategic Innovation & Sustainability;2014, Vol. 10 Issue 1, p65
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Corporate Social Responsibility (CSR) efforts are widely discussed in literature and are often part of organizations' promotion, mission statements and objectives, while gaining increasing awareness in the field of strategic marketing and management. Despite this emphasis, little research has addressed the effect of CSR on important value creating factors such as perceived customer value and customer-based brand equity. This paper discusses the impact of CSR efforts on those two concepts (i.e., perceived customer value and customer-based brand equity), as well as the mediating relation between them based on an experimental questionnaire survey. In addition, the analysis includes a cross-national comparison of the results collected in the United States and Germany. The results of the analysis indicate a significant impact of CSR efforts on perceived customer value and customer-based brand equity, while customerbased brand equity mediates the relation between CSR and perceived customer value. An impact of nationality on the relationship could not be supported. Implications for research and management are included.
ACCESSION #
111333897

 

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