Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2019 | 13 | nr 3 | 317--334
Tytuł artykułu

Determinants of Brand Equity : Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility

Treść / Zawartość
Warianty tytułu
Języki publikacji
This research aims to develop the model of corporate social responsibility (CSR) image in building brand equity as empirical support for the model proposed by Chahal and Sharma (2006) and Hoeffler and Keller (2002). Data from 564 individual potential consumers were collected using on-line and off-line surveys and were analyzed by implementing the two-step approach of structural equation modeling (SEM). The main finding is that CSR communication has a greater role in creating brand equity than CSR dimensions and company credibility. A new and important finding is that CSR image acts as a mediating variable. These results imply that CSR communication is a strategic tool to eliminate stakeholders' skepticism toward CSR activity, consequently building strong brand equity value. Some practical implications and avenues for future research are also explained. (original abstract)
Opis fizyczny
  • Universitas Lampung, Indonesia
  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press.
  • Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.
  • Aaker, D. A. (1992b). Managing the most important asset: Brand equity. Strategy & Leadership, 20(5), 56-58.
  • Aaker, D. A. & Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research, 31, 191-201
  • Aaker, D. A. (1996a). Building strong brands. New York, NY: The Free Press.
  • Aaker, D. A. (1996b). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
  • Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010). Alliances between brands and social causes: The influence of company credibility on social responsibility image. Journal of Business Ethics, 96(2), 169-186.
  • Ambadar, J. (2008). CSR Dalam Praktik Di Indonesia [CSR Practice in Indonesia]. Jakarta, Indonesia: PT Gramedia.
  • Ambler, T. & Barwise, P. (1998). The trouble with brand valuation. The Journal of Brand Management, 5(5), 367-377.
  • Aqueveque, C. & Encina, C. (2010). Corporate behavior, social cynicism, and their effect on individuals' perceptions of the company. Journal of Business Ethics, 91(2), 311-324.
  • Arvidsson, S. (2010). Communication of corporate social responsibility: A study of the views of management teams in large companies. Journal of Business Ethics, 96(3), 339-354.
  • Bae, J. & Cameron, G. T. (2006). Conditioning effect of prior reputation on perception of corporate giving. Public Relations Review, 32(2), 144-150.
  • Balabanis, G., Philipps, H., & Lyall, J. (1998). Corporate social responsibility and economic performance in the top British companies: Are they linked? European Business Review, 98(1), 25-44.
  • Balmer, J. (2001). Corporate identity, corporate branding and corporate marketing -seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.
  • Baron, R. M. & Kenny, D. A. (1986). The moderatormediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Barwise, P. (1993). Brand equity: Snark or boojum? International Journal of Research in Marketing, 10(1), 93-104.
  • Basil, D. Z. & Herr, P. M. (2006). Attitudinal balance and cause-related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 15(4), 391-403.
  • Becker-Olsen, K. L. Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
  • Becker-Olsen, K. L. & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9(1), 73-83.
  • Beckmann, S. C. (2006). Consumers' perceptions of and responses to CSR: So little is known so far.... In: M. Morsing & S. C. Beckmann (Eds.), Strategic CSR Communication (pp. 163-184). Copenhagen: DJØF Publishing.
  • Beckmann, S. C. (2007). Consumers and corporate social responsibility: Matching the unmatchable? Australasian Marketing Journal, 15(1), 27-36.
  • Bhattacharya, C. B. & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiative. California Management Review, 47(1), 9-24.
  • Birth, G. Illia, L., Lurati, F., & Zamparini, A. (2008). Communicating CSR: Practices among Switzerland's top 300 companies. Corporate Communications: An International Journal, 13(2), 182-196.
  • Blumenthal, D. & Bergstrom, A. J. (2003). Brand councils that care: Towards the convergence of branding and corporate social responsibility. The Journal of Brand Management, 10(4), 327-341.
  • Boush, D. M., Friestad, M., Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165-175.
  • Brady, A. K. O. (2003). How to generate sustainable brand value from responsibility. Journal of Brand Management, 10(4-5), 279-289.
  • Branco, M. C. & Rodrigues, L. L. (2006). Communication of corporate social responsibility by Portuguese banks: A legitimacy theory perspective. Corporate Communications: An International Journal, 11(3), 232-248.
  • Bronn, P. S. & Vrionni, A. B. (2001). Corporate social responsibility and cause related marketing: An overview. International Journal of Advertising, 20, 207-222.
  • Brown, T. J. & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68-84.
  • Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and Programming. Mahwah, NJ: Lawrence Erlbaum Associates.
  • Capriotti, P. & Moreno, A. (2007). Communicating corporate responsibility through corporate web sites in Spain. Corporate Communications: An International Journal, 12(3), 221-237.
  • Carroll, A. B. (1979). A three-dimensional conceptual model of corporate social performance. Academy of Management Review, 4(4), 497-505.
  • Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
  • Carroll, A. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business Society, 38(3), 268-269.
  • Carroll, A. B. (2006). Corporate social responsibility: A historical perspective. In: M. J. Epstein & K. O. Hanson (Eds.), The Accountable Corporation (pp. 3-30). Westport, CT: Praeger.
  • Castaldo, S. Perrini, F., Misani, N., & Tencati, A. (2009). The missing link between corporate social responsibility and consumer trust: The case of fair trade products. Journal of Business Ethics, 84(1), 1-15.
  • Chahal, H. & Sharma, R. D. (2006). Implications of corporate social responsibility on marketing performance: A conceptual framework. Journal of Services Research, 6(1), 205-216.
  • Chang, H. H. & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
  • Chen, X. (2011). Understanding the many shades of corporate social responsibility: Corporate and product evaluations (Doctoral Dissertation). Retrieved from
  • Chomvilailuk, R. & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397-418.
  • Clarkson, M. B. E. (1995). A stakeholder framework for analyzing and evaluating corporate social performance. The Academy of Management Review, 20(1), 92-117.
  • Cobb-Walgren, C. J., Ruble, C.A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
  • Dawkins, J. & Lewis, S. (2003). CSR in stakeholder expectations: And their implication for company strategy. Journal of Business Ethics, 44(2-3), 185-193.
  • Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9, 29-35.
  • Dean, D. H. (2003). Consumer perceptions of corporate donations: Effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), 91-102.
  • Drumwright, M. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60(4), 71-87.
  • Du, S., Bhattacharya, C.B., & Sen, S. (2007). Reaping relationship rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
  • Du, S., Bhattacharya, C. B., & Sen, S. (2010a). Corporate social responsibility and competitive advantage: Overcoming the trust barrier. Management Science, 57(9), 1528-1545.
  • Du, S., Bhattacharya, C. B., & Sen, S. (2010b). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
  • Elving, W. J. L. (2012). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
  • Erdem, T. & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
  • Erdem, T. & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
  • Forman, J. & Argenti, P. A. (2005). How corporate communication influences strategy implementation, reputation and the corporate brand: An exploratory qualitative study. Corporate Reputation Review, 8(3), 245-265.
  • Frankental, P. (2001). Corporate social responsibility - a PR invention? Corporate Communications: An International Journal, 6(1), 18-23.
  • Freeman, R. E. (1994). The politics of stakeholder theory: Some future directions. Business Ethics Quarterly, 4(4), 409-421.
  • Girod, S. & Michael, B. (2003). Branding in European retailing: A corporate social responsibility perspective. European Retail Digest, 38, 1-6.
  • Godfrey, P. C. (2005). The relationship between corporate philanthropy and shareholder wealth: A risk management perspective. Academy of Management Review, 30(4), 777-798.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
  • Gunawan, J. (2015). Corporate social disclosures in Indonesia: Stakeholders' influence and motivation. Social Responsibility Journal, 11(3), 535-552.
  • Guzmán, F. & Davis, D. (2017). The impact of corporate social responsibility on brand equity: Consumer responses to two types of fit. Journal of Product & Brand Management, 26(5), 435-446.
  • Hadi, N. (2011). Corporate social responsibility. Yogyakarta: Graha Ilmu.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). New Jersey, NY: Pearson Education.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). New Jersey, USA: Pearson International Edition.
  • Hair, J. F., Bush, R. P., Ortinau, & D. J. (2009). Marketing research: In a digital information environment (4th ed.). Boston: McGraw-Hill Irvin Print.
  • Halme, M. & Laurila, J. (2009). Philanthropy, integration or innovation? Exploring the financial and societal outcomes of different types of corporate responsibility. Journal of Business Ethics, 84(3), 325-339.
  • Hedberg, C. J. & von Malmborg, F. (2003). The global reporting initiative and corporate sustainability reporting in Swedish companies. Corporate Social Responsibility and Environmental Management, 10(3), 153-164.
  • Heider, F. (1958). The psychology of interpersonal relations. New York, NY: John Wiley & Sons.
  • Hoeffler, S. & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78-89.
  • Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of Business Ethics, 109(2), 189-201.
  • Jackson, G. & Apostolakou, A. (2010). Corporate social responsibility in western Europe: An institutional mirror or substitute? Journal of Business Ethics, 94(3), 371-394.
  • Jacoby, J. & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10, 1-9
  • Jahdi, K. S. & Acikdilli, G. (2009). Marketing and Corporate social responsibility (CSR): Marriage of convenience or shotgun wedding? Journal of Business Ethics, 88(1), 103-113.
  • Jamali, D. (2008). A stakeholder approach to corporate social responsibility: A fresh perspective into theory and practice. Journal of Business Ethics, 82(1), 213-231.
  • Jeong, J. (2004). Exploring the Impact of Advertising on Brand Equity and Shareholder Value (Doctoral Dissertation). Available at›jeongj87047
  • Jones, P., Comfort, D., & Hillier, D. (2005). Corporate social responsibility as a means of marketing to and communicating with customers within stores: A case study of UK food retailers. Management Research News, 28(10), 47-56.
  • Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Journal of Brand Management, 13(1), 10-32.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Kelley, H. H. (1973). The process of causal attribution. American Psychologist, 28(2), 107-128.
  • Kelley, H. H. & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31, 457-501.
  • Klein, J. & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
  • Kotler, P. & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. New Jersey, NJ: John Wiley and Sons, Inc.
  • Lafferty, B. A. & Goldsmith, R. E (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429.
  • Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
  • Lai, C.S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethic, 95(3), 457-469.
  • Lasser, W, Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  • Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported non profits. The Journal of Marketing, 68(4), 16-32.
  • Luo, X. & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
  • Maignan, I. (2001). Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30(1), 57-72.
  • Maignan, I. & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument - concepts, evidence, and research directions. European Journal of Marketing, 35(3/4), 457-484.
  • Maignan, I., Ferrell, O. C., & Hult, G. T. M. (1999). Corporate citizenship: Cultural antecedents and business benefits. Journal of the Academy of Marketing Science, 27(4), 455-469.
  • Maignan, I., Hillebrand, B., & Kok, R. A W. (2002). A stakeholder approach to conceptualizing corporate social responsibility. American Marketing Association. Conference Proceedings, 13, 397-398.
  • Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956-977.
  • Malhotra, N. K. (2009). Marketing research: An applied orientation (5th ed.). New Jersey, NJ: Pearson International Edition.
  • Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78.
  • McConnell, J. D. (1968). The development of brand loyalty: An experimental study. Journal of Marketing Research, 5(1), 13-19.
  • McWilliam, A. & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.
  • Melo, T. & Galan, J. I. (2011). Effects of corporate social responsibility on brand value. Journal of Brand Management, 18(6), 423-437.
  • Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63(2), 81-97.
  • Miller, D. & Merrilees, B. (2013). Linking retailer corporate brand and environmental sustainability practices. Journal of Product and Brand Management, 22(7), 437-443.
  • Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumer expect companies to be socially responsible? Impact corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.
  • Moreno, A. & Capriotti, P. (2009). Communicating CSR, citizenship and sustainability on the web. Journal of Communication Management, 13(2), 157-175.
  • Morsing, M. & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338.
  • Murray, K. B. & Vogel, C. M. (1997). Using a hierarchy of effects approach to gauge the effectiveness of CSR to generate goodwill towards the firm, financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141-159.
  • Ogrizek, M. (2002). The effect of corporate social responsibility on the branding of financial services. Journal of Financial Services Marketing, 6(3), 215-228.
  • Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
  • Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-44.
  • Pérez, R. C. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2), 177-191.
  • Petkus, E. & Woodruff, R. B. (1992, January). A model of socially responsible decision-making process in marketing: Linking decision makers and stakeholders. Paper presented at American Marketers Winter Educators Conference.
  • Pirsch, J., Gupta, S., & Grau, S. L. (2007). A framework for understanding corporate social responsibility programs as a continuum: An exploratory study. Journal of Business Ethics, 70(2), 125-140.
  • Podnar, K. & Golob, U. (2007). CSR expectations: The focus of corporate marketing. Corporate Communications: An International Journal, 12(4), 326-340.
  • Poolthong, Y. & Mandhachitara, R. (2009). Customer expectation of CSR, perceived service quality and brand effect in Thai retail banking. International Journal of Bank Marketing, 27(6), 408-427.
  • Polonsky, M. J. & Jevons, C. (2006). Understanding issue complexity when building a socially responsible brand. European Business Review, 18(5), 340-349.
  • Polonsky, M., & Jevons, C. (2009). Global branding and strategic CSR: An overview of three types of complexity. International Marketing Review, 26(3), 327-347.
  • Pomering, A. & Johnson, L. W. (2009). Constructing a corporate social responsibility reputation using corporate image advertising. Australasian Marketing Journal AMJ, 17(2), 106-114.
  • Pomering, A. & Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: Are consumers aware of CSR initiatives? Journal of Business Ethics, 85, 285-301.
  • Porter, M. E. & Kramer, M. R. (2002). The competitive advantage of corporate philanthropy. Harvard Business Review, 80(12), 56-68.
  • Porter, M. E. & Kramer, M. R. (2004). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 5-12.
  • Porter, M. E. & Kramer, M. R. (2006). Strategy and society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92.
  • Ricks, J. (2005). An assessment of strategic corporate philanthropy on perceptions of brand equity variable. Journal of Consumer Marketing, 22(3), 121-134.
  • de los Salmones, M. M. G., Crespo, A. H., & del Bosque, I. R. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-385.
  • Schiffman, L. G. & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). New Jersey, NJ: Pearson Prentice Hall.
  • Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
  • Sen, S. & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
  • Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationship: A field experiment. Journal of the Academy of Marketing Science, 34(2), 158-166.
  • Simon, C. J. & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
  • Simmons, C. J. & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154-169.
  • Singh, J., Sanchez, M. M. G. S., & del Bosque, I. R. (2008). Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. Journal of Business Ethics, 80(3), 597-611.
  • Smith, W. & Higgins, M. (2000). Cause related marketing: Ethics and the ecstatic. Business and Society, 39(3), 304-322.
  • Sparkman, R. M. & Locander, W. B. (1980). Attribution theory and advertising effectiveness. Journal of Consumer Research, 7(3), 219-224.
  • Speed, R. & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
  • Stanwick, P. A. & Stanwick, S. D. (1998). The relationship between corporate social performance and organizational size, financial performance, and environmental performance: An empirical examination. Journal of Business Ethics, 17(2), 195-204.
  • Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20(3), 571-610.
  • Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of Business Ethics, 101(2), 197-212.
  • Torelli, C. J., Monga, A. B., & Kaikati, A. M. (2012). Doing poorly by doing good: Corporate social responsibility and brand concepts". Journal of Consumer Research, 38(5), 948-963.
  • Trapero, F. G. A., de Lozada, V. C. M., & García, J. G. (2010). Consumers and their buying decision making based on price and information about corporate social responsibility (CSR). Case study: Undergraduate students from a private university in Mexico. Estudios Gerenciales, 26(117), 103-117.
  • Trimble, C. S. & Rifon, N. (2006). Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit & Voluntary Sector Marketing, 11(1), 29-47.
  • Vaaland, T. I., Heide, M., & Grønhaug, K. (2008). Corporate social responsibility: Investigating theory and research in the marketing context. European Journal of Marketing, 42(9/10), 927-953.
  • Vanhamme, J. & Grobben, B. (2009). Too good to be true! The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85, 273-283.
  • Varadarajan, P. R. & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74.
  • van de Ven, B. (2008). An ethical framework for the marketing of corporate social responsibility. Journal of Business Ethics, 82(2), 339-352.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: Attributions, loyalty, and the mediating role of trust. Journal of The Academic Marketing Science, 37(2), 170-180.
  • Wang, L. & Juslin, H. (2009). The impact of Chinese culture on corporate social responsibility: The harmony approach. Journal of Business Ethics, 88, 433-451.
  • Webb, D. J. & Mohr, L. A. (1998). A typology of consumer responses to cause- related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
  • Woodward, D. G. & Edwards, P., & Birkin, F. (1996). Organizational legitimacy and stakeholder information provision. British Journal of Management, 7(4), 329-347.
  • Woodward, D., Edwards, P., & Birkin, F. (2001). Some evidence on executives' views of corporate social responsibility. British Accounting Review, 33(3), 357-397.
  • Yang, J. & Basile, K. (2019). The impact of corporate social responsibility on brand equity. Marketing Intelligence & Planning, 37(1), 2-17.
  • Yan, J. (2003). Corporate responsibility and the brands of tomorrow. Journal of Brand Management, 10(4), 290-302.
  • Yuan, Y., Lu, L. Y., Tian, G., Yu, Y. (2018). Business strategy and corporate social responsibility. Journal of Business Ethics, 1-19.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.