Corporate Brand Equity Research Articles

Building company reputation and brand equity through CSR: the mediating role of trust

Purpose– The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India.Design/methodology/approach– A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural equations modeling has been employed.Findings– Results reveals that CSR activities influence CR and BE directly as well as indirectly. In addition, the mediating role of trust is found to be significant between CSR and CR and CSR and BE. The study shows that CSR activities build consumer trust in a company which in turn positively impacts CR and BE.Research limitations/implications– The findings have important implications for retail banks in India and suggest that CSR activities can help banks in building CR and BE. The hypothesized theoretical framework has been tested in the banking context, so the generalization of findings is limited to the context.Originality/value– This study contributes to literature by highlighting the important role of CSR and its direct and indirect effects on CR and BE.

The Role of Gender Differences in the Impact of CSR Perceptions on Corporate Marketing Outcomes

AbstractThe purpose of this study was to investigate gender differences in corporate social responsibility (CSR) perceptions regarding business sustainability. Another important objective of this study was to explore the moderating role of gender on the relationship between CSR perception and three corporate marketing outcomes (i.e., corporate brand equity, corporate distrust, and corporate hypocrisy). Using a sample of 867 consumers in South Korea, at‐test and hierarchical moderated regression analysis were employed to test four hypotheses. The results of this study showed that female consumers have a higher perception toward CSR than male consumers. The results also revealed that the positive relationship between CSR perception and corporate brand equity was stronger among men than women. In addition, the negative relationships between CSR perception and corporate distrust and between CSR perception and corporate hypocrisy were both stronger among men than women. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment

The effects of corporate social responsibility on brand equity and firm performance

Over the last decade, educators, administrators, and policy makers increasingly focus on corporate social responsibility. However, no studies examine the relationships among corporate social responsibility, brand equity, and firm performance. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in Taiwanese high-tech companies over the period 2010–2013.The results of quantile regression analysis show that the economic dimension of corporate social responsibility and the prestige driver of brand equity are positive and significant for all the quantiles. The brand extension driver provides a significant positive effect at the higher quantiles of firm performance. However, the findings indicate a significant negative effect on firm performance for the brand loyalty driver. The findings of structural equation modeling suggest that corporate social responsibility and brand equity positively affect firm performance. This study provides useful insights on brand equity and corporate social responsibility.

New Market Creation via Innovation: A Study on Tata Nano

Objective of the paper - This research paper focuses on how innovations support new market creation emerging from latent opportunities for low-income group. It also emphasizes on novel strategies that can be implemented for sustaining. The paper concludes with a discussion on the implications of the study and directions to stimulate future research on the subject.Design/methodology/approach - A hybrid methodology comprising of a case study on the 2200 USD (equivalent to INR 1,00,000) car Tata Nano and supported with a quantitative survey on a random sample of prospective Nano customers has been deployed. The qualitative case study helps to understand the macro picture on how innovation helped create new market for the masses. The quantitative survey measures the impact of various attributes of Nano on customer’s intent to purchase. These attributes have been identified through interviews of prospective Nano customers. Factor analysis has been deployed to establish corporate brand equity, aesthetics, and value for money & reliability as main attributes of Nano. Regression analysis is used to find out the influence of these attributes on intent to purchase Nano.Findings - The study highlights the power of brand equity in new market creation and n innovation sustainability. The survey indicates the perception of prospective customers about Nano and how it impacts their buying decisions. The case reflects on how companies can successfully create products and at the same time positions it for its market adoption. The paper concludes with the development of new strategies to sustain this innovation.Originality/value - The study’s originality springs from the diffusion of innovations theories and emphasising the need for organizations targeting the bottom of the pyramid. The case study reflects how a dream became a reality to own an affordable four-wheeler by masses.Implications - A key implication of this paper is that the organizations must adapt ‘blue ocean strategy’ (Kim & Mauborgne, 2005) whereby organizations can generate high growths and profits by creating new demand in an uncontested market space. It also provides insights into understanding market behaviour towards innovation and adaption of low cost products.Directions for future research - Similar studies can be carried out that can help in comparative analysis of different products targeted at the bottom of the pyramid. There is a possibility that selling to the bottom of the pyramid could be attractive in some industries or firms but not others. It would provide better understanding of what features help in sustainability of such products in the long run. It would also be interesting to find out how such products would be helpful in reverse innovation.Research limitations - This case focuses on an automobile, which is a high involvement product. The implications and strategies could differ for products in other categories. The sample size for the study is not very large so it only gives an indication and not generalization of the findings. The case study on Nano focuses on the marketing and strategy perspective rather than production and technology.

Investigating the dual-route effects of corporate branding on brand equity

This research investigated the multilevel relationships among corporate branding, brand citizenship behavior, and brand equity using a hierarchical linear modeling method. The corporate branding construct represents practices that could improve the brand cognition and brand attitude of multiple stakeholders. Brand citizenship behavior indicates that employees are altruistic toward and identify themselves with brands. Brand equity was assessed using customer data to measure their awareness, association, quality perception, attitude, and loyalty toward a corporate brand. This study obtained data from 283 employees, 250 supervisors, and 577 customers of 31 franchise organizations to demonstrate the results at different levels. The results of our analysis indicate that corporate branding exerts a positive effect on brand citizenship behavior and customer-based brand equity. Furthermore, when aggregated, the brand citizenship behavior of firms positively affects their corporate brand equity. In addition, brand citizenship behavior mediates the relationship between corporate branding and brand equity. Brand managers should consider adopting corporate branding practices to encourage employees to engage in brand citizenship behavior, which contributes to brand equity.

O Papel da Confiança na Relação entre Responsabilidade Social Corporativa e o Valor de Marca

O objetivo deste estudo é compreender o papel da confiança na relação entre a responsabilidade social corporativa (RSC) e o valor de marca (VM). Com base na literatura, foram propostos três modelos alternativos desse relacionamento. Os modelos foram testados por meio de modelagem de equações estruturais com dados coletados de uma amostra de 148 clientes de uma das maiores instituições financeiras nacionais. A partir da comparação dos modelos propostos, verificou-se a falta de suporte para a relação direta entre a RSC e o valor de marca (H1 não suportada). As hipóteses de que a confiança media a relação RSC – VM (H2) e de que essa mediação é completa (H2a) foram suportadas. Conclui-se que as ações de RSC contribuem para aumentar a confiança do consumidor na empresa, o que por sua vez impacta positivamente no valor de marca da instituição.

Aligning Core Brand Values (CBV) and Corporate Social Responsibility (CSR) to Enhance Corporate Brand Equity (CBE): A Non - Monetary Approach

The present paper offers a practical approach for building or strengthening a corporate brand. An entirely end-user focused and solely profit-maximization perspective of conducting business may not be conducive for corporate brands in today's global economy, where consumers are environmentally and socially conscious. The concepts of, and relationship between, core brand values (CBV) and corporate social responsibility (CSR) are discussed. We proposed that compatibility between CSR and CBV - which satisfies multiple stakeholders without sacrificing financial viability of an organization - can promote an organization's corporate brand equity (CBE). We presented two propositions relating CBV and CSR and provided illustrations of companies where CSR activities are congruent with CBV. The unique contribution of this paper is the novel suggestion of enhancing CBE through compatibility between CBV and CSR.

Designing corporate brand experience in an online context: A qualitative insight

This study explores the dimensions and components of corporate brand experience in an Internet setting. Corporate brand experience (CBE), which is a source of a company's added value, could be an effective way to position a corporate brand in relation to the overall corporate marketing strategy. However, the concept of CBE has attracted very little attention from previous research, thereby our understanding of what the concept is and how to operationalize it is limited. Previous brand experience research is mainly focused on the conceptual understanding of brand experience itself, and/or the product brand level (rather than at corporation level). Understanding CBE is important because corporate brand equity (e.g. corporate image, brand loyalty) is dependent not only on how one is satisfied with the product (mostly addressed by functional/performance values of product), but also through the values of the corporation (corporate brand values). This study thus contributes theoretically to the corporate and online branding literature by proposing underlying new dimensions and components of CBE in an online environment. A series of focus group discussions (FGDs) with 32 online banking respondents informs the study. We identify five main themes and 26 sub-themes of corporate brand experience — corporate visual identity, functionality, emotional, lifestyle and corporate/self-identity. Financial service providers can address these dimensionalities during the process of brand positioning and when designing their corporate marketing in an online setting.

Investigating brand equity of third-party service providers

Purpose – The purpose of this paper is to apply theory and techniques from the services and marketing literature to a supply-chain context consisting of a shipper or seller, a customer or buyer and a third-party logistics service provider (3PL) to investigate corporate brand equity resulting from service quality, customer satisfaction and customer loyalty towards the 3PL. Design/methodology/approach – A conceptual model was developed from the literature and tested with Finnish industrial firms using an online survey. Data were analysed using structural equation modelling to examine relationships among the four constructs. Findings – Hypothesised relationships among the four constructs in the conceptual model were supported; however, the relationship between loyalty and corporate brand equity was weak. Research limitations/implications – This investigatory research is based on a one-country sample making transferability and generalisability to other countries difficult. Practical implications – The findings of this research should enable 3PL managers to determine those service offerings most important to shippers and customers, develop a service package using such offerings to satisfy their needs and thus build loyalty and corporate brand equity with both. Originality/value – This paper adds to our knowledge of these constructs in a supply-chain context, particularly for 3PLs, and provides an interdisciplinary approach to research in the supply-chain domain.

Assessing destination brand equity: An integrated approach

Commonly, when referring to destination brand equity, four dimensions are taken into consideration: awareness, image, quality and loyalty. Building on product and corporate brand equity and the definition of destination branding, the present paper includes a marketing approach towards developing a structural model incorporating a fifth dimension; that of cultural brand assets. The proposed model, focused on cultural urban destinations, was tested from the perspective of international tourists visiting Rome. Findings indicate that the five dimensions are interrelated and important for the customers' evaluation of a cultural destination. Consistent with place and destination branding literature, the significance of specific cultural brand assets is emphasized. The study provides practitioners with a better understanding of the dimensions which may lead to favorable brand evaluations. Finally, it describes the structural relationships which are developed between assets, awareness, associations and quality, and links them with the intention to re-visit and recommend as outcomes leading to destination loyalty.

How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation

The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested.

Corporate Social Responsibility and Brand Equity in Industrial Marketing

Corporate Social Responsibility and Brand Equity in Industrial Marketing

Research on Relationship between Corporate Environmental Responsibility and Brand Equity--Moderating Effect of Consumer Attitude

Enterprises have become the main body of environmental pollution, thus, they have to face two issues: economic development and corporate environmental responsibility. In this study, the author applied theory of attitude and action relations to build the conceptual model, and verify the relationship between environmental responsibility and brand assets, and the moderating effect of consumer environment attitude towards corporate environmental responsibility. The results show that the effect of corporate environmental responsibility and dimensions of brand equity are significant, meanwhile, the moderating effect were partly significant.

The critical role of corporate brand equity in B2B marketing: An example and analysis

The critical role of corporate brand equity in B2B marketing: An example and analysis

An investigation on the effect of advertising corporate social responsibility on building corporate reputation and brand equity

An investigation on the effect of advertising corporate social responsibility on building corporate reputation and brand equity

Fame and fortune: a conceptual model of CEO brands

PurposeThis conceptual paper examines the notion of CEO brands and the problems that arise if they are misaligned with company brands. Previous research examines product, company and people brands and implications for senior executives and organizations, but there is no theoretical framework for CEO brand stewardship. This research aims to fill the gap.Design/methodology/approachThe marketing literature is examined to identify differences between products and people as brands, and the potential for CEO brands to enhance corporate brand equity. Based on an application of existing branding concepts to CEOs, a conceptual model of CEO brands is developed to include an analysis of the relationships between its constituent parts.FindingsCEO brands can be legitimately considered as brands, and existing brand conceptualisations can be applied to CEOs as long as some particularities are accounted for. CEO brands are influenced by their personality and their role as managers, and organisations need to constantly monitor CEO brand reputation as well as communicate its positioning. A successful CEO branding enhances perceived brand value and creates value for organisations.Research limitations/implicationsThis research informs brand managers and strategists about brand equity creation. Monitoring stakeholder perceptions of CEOs can enhance rather than detract from corporate brand value. As it showed that people and CEOs can be legitimately considered as brands, the concept of branding needs to be extended to embrace people and CEO brands.Practical implicationsFor business practice, this research informs about the differences and similarities between traditional product brands and CEO brands. Particularly it informs that organisations should consider that the CEO brand personifies to stakeholders what the organisation stands for, for example, when hiring a new CEO.Originality/valueThis research provides a new conceptual model on the previously under‐researched area of CEO branding. The insights into CEO brands provide the basis for empirical research into relationships between brand identity, reputation, position and equity, with implications for personal fame and company fortune.

Socially responsible investment: good corporate citizenship or hidden portfolio risk?

The legacy of the inherently subjective socially responsible investment (SRI) methodologies is that the gathering of basic data for assessing a company's environmental, social and governance (ESG) rating has been inconsistent, unreliable and, more crucially, almost entirely based upon corporate self-reporting. All of the existing ratings agencies – DJSI, CSI, FTSE4Good, etc –rely on information provided by the companies and corporations themselves, with little or no external verification of fact. The point is that ESG is still an emerging area, and has outpaced the existing sphere of legal knowledge. Amongst other things this has led to the wide perception of ESG ratings, and their vital analysis of a company's performance and risks, as little more than public relations tools. The importance of ESG ratings and corporate social responsibility compliance as an accurate quantitatively based calculation of company value and defined ESG risks has become widely accepted. Ranging from the effect on corporate reputation and brand equity valuation to the financial impact of sustainable development as drivers of industrial change, sustainability and ESG compliance are accepted as factors that drive equity returns in their own right. What is needed is a single global credible standard, with robust legal definition and supported by a genuinely unbiased rating system that is not only based upon reliable proof of claim but also generally accepted and applicable to practitioners and participants in the SRI industry.

Market Orientation and Customer-Based Corporate Brand Equity (CBCBE): A Dyadic Study of Indian B2B Firms

The relationship between market orientation (MO) and one of its most important consequences – firm performance – has received considerable attention in marketing research. Performance has been largely judged through financial or objective measures. This paper connects assimilation of MO in firms with corporate brand performance since academics have not used judgmental or market-based measures in assessing performance. We have introduced customer-based corporate brand equity to obtain a rounded idea of firm performance. This is achieved through a dyadic study, instead of self-assessment, wherein the marketing chiefs of B2B firms and their respective organisational customers are surveyed to gauge the effects of incorporating MO. We have shown that corporate brand performance is enhanced significantly in the presence of organisational innovativeness. From a practitioner’s perspective, the study details the organisational actions to be taken to assimilate MO and how those can be exploited to enhance corporate...

An integrative framework of corporate brand equity

PurposeThe purpose of this paper is to propose an integrated conceptual framework showing how corporate brand equity is generated. It builds upon a number of previous studies which have focused upon specific aspects of brand equity and integrates these within a more comprehensive model.Design/methodology/approachThe paper is based upon a review and integration of the corporate branding, consumer psychology and strategy literatures.FindingsThe result is the construction of a number of sub‐models and an overall proposed framework which integrates internal and external determinants of consumer‐based corporate brand equity and combines these within a comprehensive framework. The model encompasses internal, company‐determined, variables, a Stimulus‐Organism‐Response model, the stakeholder cognitive perception process, a number of mediating variables such as corporate performance, industry sector and internationality, and the resulting impact upon corporate reputation and brand equity.Research limitations/implicationsFrom this conceptual paper, further work can be developed for empirical validation.Practical implicationsThe paper sets out to integrate academic and practitioner work and both internal (company) dimensions with external (consumer/stakeholder) dimensions.Originality/valueThe originality of the work is that it is both comprehensive and it puts forward an integrative model which goes beyond previous work which has focused upon specific aspects of corporate brand value. It also analyses the links between the different constructs and the directions of causality and influence.

Corporate social responsibility, leadership, and brand equity in healthcare service

PurposeThis study aims to analyze the linkages among corporate social responsibility (CSR), leadership, and brand equity in hospitals in Vietnam.Design/methodology/approachAnalyses of variance and structural equation model are resorted to in this study.FindingsThe findings reveal that transactional leadership is correlated with legal CSR and economic CSR. Transformational leadership, on the other hand, cultivates ethical CSR, which in turn positively influences brand equity. A direct bridge between transformational leadership and brand equity is also detected.Originality/valueThe study offers insight into the linkage pattern of CSR, leadership, and brand equity in hospitals in Vietnam.