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Editor: Universidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial INDEM

Issued date: 2010-09

ISSN: 1989-8843

Serie-No.: INDEM Working Paper Business Economic10-04

Other version: http:-hdl.handle.net-10016-14272

Keywords: Global brands , Brand equity , Corporate Social Responsibility , Stakeholders

Rights: Atribución-NoComercial-SinDerivadas 3.0 España

Abstract:In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary customers, shareholders, employees and sIn this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary customers, shareholders, employees and suppliers or secondary community, have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders. In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries USA, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility provided by the Sustainalytics Global Profile SGB database, as compiled by Sustainalytics.+-





Author: Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A.

Source: http://e-archivo.uc3m.es


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Universidad Carlos III de Madrid Repositorio institucional e-Archivo http:--e-archivo.uc3m.es Colecciones multidisciplinares INDEM - Working Paper Business Economic Series 2010-09 Generating global brand equity through corporate social responsibility to key stakeholders Torres, Anna http:--hdl.handle.net-10016-9314 Descargado de e-Archivo, repositorio institucional de la Universidad Carlos III de Madrid Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders Anna Torres* Economics and Business Department Universitat Pompeu Fabra Tammo H.
A.
Bijmolt† Marketing Department Faculty of Economics and Business University of Groningen and Josep A.
Tribó‡ Business Department INDEM Institute Carlos III University * C- Ramon Trias Fargas, 25-27, 08005 Barcelona, Spain.
E-mail: anna.torres@upf.edu WSN building, room 369, PO Box 800, 9700 AV Groningen, The Netherlands.
E-mail: t.h.a.bijmolt@rug.nl ‡ C- Madrid, 126, 28903 Getafe, Madrid, Spain.
E-mail: joatribo@emp.uc3m.es † 1 Abstract In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands.
We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders.
In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders.
The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity.
We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries (USA, Japan, South Korea, France, the UK, Italy, Germany, Finla...





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