TITLE

The Impact of Corporate Social Responsibility and Image on Brand Equity

AUTHOR(S)
Esmaeilpour, Majid; Barjoei, Sahebeh
PUB. DATE
July 2016
SOURCE
Global Business & Management Research;2016, Vol. 8 Issue 3, p55
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Background: Corporate social responsibility is an important issue for most organizations and their managers. Corporate social responsibility is a crucial issue and has strategic implications for companies in all industries in general. One of the most valuable assets of any company is its brand. The brand equity is an asset which in its light the company can obtain many benefits and maintains the value of the company. Objective: The aim of this study is to investigate the influence of social responsibility and corporate image on their brand equity. Design/methodology/approach: The present study is an applied research in terms of aim and descriptive-explorative in terms of data collection. The study population consists of all consumers of Morghab food industry (Yekoyek) in Bushehr. The sample size is estimated to be 384. The available sampling method is used. Findings: The results show that corporate social responsibility has a significant positive impact on corporate image and brand equity. In addition, corporate image positively influences brand equity. Research limitations: Also in this study, in the context of the questionnaire Morghab food industry (Yek & Yek) has been named. But consumers often may make mistakes in reminding the social responsibility activities of the company rather than other companies. This can be contributed in completing the questionnaire. Originality/value: Corporate social responsibility efforts are more related strategically with product differentiation and brand differentiation. This relation is very important especially in case of competitive markets and differentiated products.
ACCESSION #
119315980

 

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