Abstract
An investigation on the effect of advertising corporate social responsibility on building corporate reputation and brand equity
Highlights
Corporate social responsibility (CSR) plays an important role on creating a good image for business owners especially in banking industry
Abul Hassan and Harahap (2010) explored whether any discrepancy exists between the corporate social activities disclosed in the annual reports of Islamic banks and the CSR disclosure index developed based on the Islamic business ethics framework
There is a positive relationship between customer satisfaction and firm reputation (β=0.70), and between customer satisfaction and brand equity (β=0.98)
Summary
Customer satisfaction is another important critical success factor in many organizations (Hunt, 1977; Fornell et al, 1996; Brickley et al, 2002; Lange et al, 2011). Anderson and Sullivan (1993) studied the antecedents and consequences of customer satisfaction by developing a model to link explicitly the antecedents and consequences of satisfaction in a utility-oriented framework They examined the model against alternative hypotheses from the satisfaction literature and reported that satisfaction was well specified as a function of perceived quality and “disconfirmation”. Chernov and Tsetsura (2012) in an interesting research tried to building a bridge between corporate reputation and corporate social responsibility in the Ukrainian print media They showed that the current economic crisis contributed to the media coverage of how CR and CSR were defined. Hallowell (1996) performed an empirical investigation and studied the relationship of customer satisfaction, customer loyalty, and profitability Brand equity is another important component of business industries and there are literally various studies on how to build brand equity (Luo & Bhattacharya, 2006). Brand equity is another important component of business industries and there are literally various studies on how to build brand equity (Luo & Bhattacharya, 2006). Keller (1993), for instance, presented a conceptual model of brand equity in terms of individual customer
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