Generating global brand equity through corporate social responsibility to key stakeholders
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- dc.contributor.author Torres, Anna
- dc.contributor.author Bijmolt, Tammo H. A.
- dc.contributor.author Tribó, Josep A.
- dc.contributor.author Verhoef, Peter
- dc.contributor.other Universitat Pompeu Fabra. Departament d'Economia i Empresa
- dc.date.accessioned 2020-05-25T09:26:51Z
- dc.date.available 2020-05-25T09:26:51Z
- dc.date.issued 2010-02-01
- dc.date.modified 2020-05-25T09:22:52Z
- 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.format.mimetype application/pdf*
- dc.identifier https://econ-papers.upf.edu/ca/paper.php?id=1209
- dc.identifier.citation International Journal of Research in Marketing (special issue on Global Brand Management), Vol. 29(1), March 2012, pp. 13-24
- dc.identifier.uri http://hdl.handle.net/10230/6076
- 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.rights.accessRights info:eu-repo/semantics/openAccess
- dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/
- 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.title Generating global brand equity through corporate social responsibility to key stakeholders
- dc.type info:eu-repo/semantics/workingPaper