Driving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective
作者: Anupam SinghPriyanka Verma
作者单位: 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.
DOI: 10.1177/0972150917713270
关键词: Corporate social responsibilityCSRbrand valuebrand imagebrand loyaltyIndia
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...
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关键词翻译
关键词翻译
  • CSR C subroutine
  • corporate 法人的
  • responsibility 责任
  • brand 黑穗病
  • question 问题
  • loyalty 忠实
  • creation 创造
  • advantage 利益
  • opportunity 机会
  • operational 运算的