|作者：||Anupam Singh, Priyanka Verma|
1Assistant Professor, School of Business Management, Shri Vaishnav Vidyapeeth Vishwavidyalaya (SVVV), Indore, Madhya Pradesh, India.
2Assistant Professor, Department of Management Studies, Maulana Azad National Institute of Technology (MANIT), Bhopal, Madhya Pradesh, India.
|刊名：||Global Business Review, 2018, Vol.19 (1), pp.85-98|
|来源数据库：||Sage Publications, Inc.|
|关键词：||Corporate social responsibility; CSR; brand value; brand image; brand loyalty; India;|
|原始语种摘要：||Can corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of the study show that CSR initiatives have a positive impact on brand value through mediating effects of enhanced brand image and brand loyalty. Findings suggest that managers need to understand that CSR is an opportunity to drive better organizational value and hence it should be incorporated at all... operational levels.|