Zhao Yan, Abbas Manzir, Samma Madeeha, Ozkut Tarik, Munir Mubbasher, Rasool Samma Faiz
School of Management, Shanghai University, Shanghai, China.
Department of Business Administration, Institute of Social Sciences, Istanbul Okan University, Istanbul, Turkey.
Front Psychol. 2021 Nov 10;12:766422. doi: 10.3389/fpsyg.2021.766422. eCollection 2021.
The purpose of this study is to investigate the relationship between corporate social responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the resource-based theory of the firm, this study proposes a theoretical framework. In this framework, CSR is theorized to strengthen CR and brand equity, directly and indirectly, through consumer trust. We used a questionnaire survey approach. In the questionnaire, 17 items were used with a 5-point Likert-Scale (1 stands for "strongly disagree," and 5 stands for "strongly agree"). Data were collected from the consumers of the banking sector in the vicinity of Lahore, Pakistan. To estimate the proposed relationships in the conceptual model, we use structural equation modeling (SEM) through Smart PLS 3.2. The outcomes of this study confirm that CSR significantly impacts CR and brand equity. It is also demonstrated that trust mediates positively and significantly in the relationship between CSR, CR, and BE. Results of the present study have several implications for the senior management, marketing expert, administrators, and policymakers. This study expresses how CSR boosts BE and CR. Moreover, this study also indicates that trust is an important factor that enhances BE and CR.
本研究的目的是调查企业社会责任（CSR）、企业声誉（CR）和品牌资产（BE）之间的关系。基于企业的资源基础理论，本研究提出了一个理论框架。在这个框架中，企业社会责任理论上通过消费者信任直接和间接地增强企业声誉和品牌资产。我们采用了问卷调查法。问卷中使用了17个项目，采用5点李克特量表（1表示“强烈不同意”，5表示“强烈同意”）。数据收集自巴基斯坦拉合尔附近银行业的消费者。为了估计概念模型中提出的关系，我们通过Smart PLS 3.2使用结构方程模型（SEM）。本研究的结果证实，企业社会责任对企业声誉和品牌资产有显著影响。研究还表明，信任在企业社会责任、企业声誉和品牌资产之间的关系中起到了积极且显著的中介作用。本研究结果对高级管理人员、营销专家、管理人员和政策制定者有若干启示。本研究阐述了企业社会责任如何提升品牌资产和企业声誉。此外，本研究还表明，信任是增强品牌资产和企业声誉的一个重要因素。
