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Generating global brand equity through corporate social responsibility to key stakeholders

Mostra el registre parcial de l'element Torres, Anna Bijmolt, Tammo H. A. Tribó, Josep A. Verhoef, Peter
dc.contributor.other Universitat Pompeu Fabra. Departament d'Economia i Empresa 2017-07-26T10:50:53Z 2017-07-26T10:50:53Z 2010-02-01
dc.identifier.citation International Journal of Research in Marketing (special issue on Global Brand Management), Vol. 29(1), March 2012, pp. 13-24
dc.description.abstract In this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to social responsible polices with other stakeholders. We test these theoretical contentions using panel data comprised of 57 global brands originating from 10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2008. Our findings show that CSR to each of the stakeholder groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies over communities obtain strong positive benefits in terms of the generation of BE, as it enhances the positive effects of CSR to other stakeholders, particularly to customers. Therefore, for managers of global brands it is particularly productive for generating brand value to combine global strategies with the satisfaction of the interests of local communities.
dc.language.iso eng
dc.relation.ispartofseries Economics and Business Working Papers Series; 1209
dc.rights L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons
dc.title Generating global brand equity through corporate social responsibility to key stakeholders
dc.type info:eu-repo/semantics/workingPaper 2017-07-23T02:13:09Z
dc.subject.keyword global brands
dc.subject.keyword brand equity
dc.subject.keyword corporate social responsibility
dc.subject.keyword stakeholders.
dc.subject.keyword Management and Organization Studies
dc.subject.keyword Statistics, Econometrics and Quantitative Methods
dc.rights.accessRights info:eu-repo/semantics/openAccess

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