Generating Global Brand Equity Through Corporate Social Responsibility to Key Stakeholders

International Journal of Research in Marketing, Forthcoming

12 Pages Posted: 21 Oct 2011 Last revised: 27 Aug 2014

See all articles by Anna Torres

Anna Torres

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research

Josep A. Tribo

Universidad Carlos III de Madrid - Department of Business Administration

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Date Written: October 21, 2011

Abstract

In this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to social responsible polices with other stakeholders. We test these theoretical contentions using panel data comprised of 57 global brands originating from 10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2008. Our findings show that CSR to each of the stakeholder groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies over communities obtain strong positive benefits in terms of the generation of BE, as it enhances the positive effects of CSR to other stakeholders, particularly to customers. Therefore, for managers of global brands it is particularly productive for generating brand value to combine global strategies with the satisfaction of the interests of local communities.

Keywords: Global Brands, Brand Equity, Corporate Social Responsibility, Stakeholders

Suggested Citation

Torres, Anna and Bijmolt, Tammo H.A. and Tribo Gine, Josep Antonio and Verhoef, Peter C., Generating Global Brand Equity Through Corporate Social Responsibility to Key Stakeholders (October 21, 2011). International Journal of Research in Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1947247

Anna Torres (Contact Author)

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences ( email )

Ramon Trias Fargas 25-27
Barcelona, 08005
Spain

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research ( email )

Nettelbosje 2
Groningen, 9747 AE
Netherlands

Josep Antonio Tribo Gine

Universidad Carlos III de Madrid - Department of Business Administration ( email )

Calle Madrid 126
Getafe, Madrid, Madrid 28903
Spain
34-916249321 (Phone)

HOME PAGE: http://www.business.uc3m.es/en/faculty/profesor/perfil/josep-a-tribo

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

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