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

Staudt, Simone; Shao, Chris Y.; Dubinsky, Alan J.; Wilson, Phillip H.
December 2014
Journal of Strategic Innovation & Sustainability;2014, Vol. 10 Issue 1, p65
Academic Journal
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.


Related Articles

  • ASPECTS OF ENTREPRENEURSHIP IN CARAÅž-SEVERIN COUNTY. MANCIU, Venera; TĂNASE, Adrian; TĂĂNASE, Diana; NIŢULESCU, Lavinia // Annals of Eftimie Murgu University Resita, Fascicle II, Economi;2010, p413 

    The entrepreneurs are the leaders of market economy and their achievements provide society with wealth, jobs and diversity of choice for consumers. As a response to the public's expectations regarding the impact of business upon society and the environment, many large companies have adopted...

  • A RACE TO THE BOTTOM? CONSUMER RESPONSES TO HUMAN RIGHTS PERFORMANCE. Yao Jin; Smith, Ronn J.; Cook, Laurel Aynne // AMA Marketing & Public Policy Academic Conference Proceedings;2012, Vol. 22, p61 

    The article discusses a study which examined the role of multidimensionality in corporate social responsibility (CSR) rating and its impact on brand equity and two measures of purchasing behavior. In the context of the apparel industry, the study tested three hypotheses, such as, that a low...

  • SKYDIVE CAROLINA - "WELCOME TO MY WORLD". Burson, Timothy E.; Brooks, Bradley W.; Pupchek, Leanne S. // Journal of Critical Incidents;Oct2010, Vol. 3, p110 

    James La Barrie, general manager of Skydive Carolina faced a serious crisis on January 31, 2009, when skydiving instructor Chip Steele suffered a heart attack and died in mid-air on a tandem jump with student Daniel Pharr. Pharr guided the parachute down safely and emerged unhurt, but the media...

  • Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions. Macías, Washington; Cerviño, Julio // Review of Marketing Science;Jun2019, Vol. 16 Issue 1, p1 

    The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous...

  • The Spillover Effect of CSR Initiatives on Consumer Attitude and Purchase Intent: The Role of Customer-Company Identification with the Moderating Effect of Awareness. Chaudary, Samra; Ali, Muhammad // Pakistan Journal of Commerce & Social Sciences;2016, Vol. 10 Issue 2, p368 

    The purpose of the study is to contribute in the literature of Corporate Social Responsibility (CSR) by analyzing how well the customers identifies themselves with the ethics and values of the company i.e. various CSR activities (Sponsorship, Cause-Related Marketing and Philanthropy) and its...

  • A Moral Dilemma. Czinkota, Michael; Skuba, Charles // Marketing Management;Fall2012, Vol. 21 Issue 3, p14 

    The article offers information on the challenges in the sourcing from the international market. It says that greater economic power for companies leads to noblesse oblige or greater obligations and responsibilities on corporate governance, ethics, and responsibility. It states that corporate...

  • Don't bank on it: Delineating the relationship between corporate social responsibility and retail banking affinity. Beneke, J.; Wannke, N.; Pelteret, E.; Tladi, T.; Gordon, D. // South African Journal of Business Management;Mar2012, Vol. 43 Issue 1, p45 

    This research examines the extent to which the moderating variable of awareness influences the relationship between Corporate Social Responsibility beliefs and consumers' attitudes towards their banks, and whether this significantly affects their willingness to recommend the company. The...

  • The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity. Dolbec, Pierre-Yann; Chebat, Jean-Charles // Journal of Retailing;Dec2013, Vol. 89 Issue 4, p460 

    Highlights: [•] Store image strongly impacts brand attitude, brand attachment, and brand equity through the mediation of brand experience. [•] Brand experience is introduced as a new mediator to the academic retailing literature. [•] For the same brand, the store type (flagship...

  • THE IMPACT OF INTEGRATED MARKETING STRATEGY ON MARKETING PERFORMANCE: AN EMPIRICAL EVIDENCE FROM EXPORTING BUSINESSES IN THAILAND. Saekoo, Areerat; Chuntarung, Napaporn; Thoumrungroje, Pimnipa // International Journal of Business Strategy;Dec2012, Vol. 12 Issue 4, p56 

    The objective of this study is to examine the relationships among dimensions of integrated marketing strategy, namely, CSR effectiveness, market sensing orientation, brand equity development, and it consequence variables, for instance, new product success, superior customer value, customer...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics