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

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• 作者：David Han-Min Wang^a ; ^{hmwang@fcu.edu.tw" class="auth_mail" title="E-mail the corresponding author} ; Pei-Hua Chen^b ; ^{paulachen@g2.nctu.edu.tw" class="auth_mail" title="E-mail the corresponding author} ; Tiffany Hui-Kuang Yu^c ; ^{hkyu@fcu.edu.tw" class="auth_mail" title="E-mail the corresponding author} ; Chih-Yi Hsiao^b ; ^{lisahsiaomail@gmail.com" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Brand equity ; Corporate social responsibility ; Quantile regression ; Structural equation modeling
• 刊名：Journal of Business Research
• 出版年：2015
• 出版时间：November 2015
• 年：2015
• 卷：68
• 期：11
• 页码：2232-2236
• 全文大小：239 K

文摘

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.