دانلود رایگان مقاله انگلیسی تاثیر مسئولیت اجتماعی شرکت در تقویت برابری برند - اشپرینگر 2017

Abstract

Corporate Social Responsibility (CSR) is one of the most vital component in this modern, competitive and complex business arena, contributing highly towards economic, social and environmental sustainability. Now, this is a quandary thought whether CSR act would be just performed philanthropically or would it be performing the role as a serious strategic move for enhanced brand equity. Present research is a sincere effort to explore the interrelation among CSR, social identity of the brand and social transformation with the purpose of explaining brand engagement and brand social linkages for the creation of CSR led sustainable brand equity. The research is based on 386 empirical samples collected from different stakeholders across India using stratified sampling. Structural equation modeling and path analysis have been used for data analysis. The current research contributes in the domain of CSR and branding. The findings show how CSR significantly contributes towards social transformation along with building of the social identity of the brands by generating brand social linkages and consumer engagement for higher brand equity

7 Conclusion and prospects

The statistical outcomes have significantly demonstrated that Corporate Social Responsibility (CSR), Social Identity of the Brand and Social transformation, are having strong correlation with each other, which emphasizes that, if the CSR initiatives such as social value creation, creation of social awareness, community empowerment, livelihood promotion and environmental protection are implemented effectively, social transformation, in the form of literacy success, community health development, employment generation and socio environmental sustainability will definitely ensue.

It is also true that CSR and Social transformation are strongly associated with social identity of the Brand, i.e. how the brand is positioned in the society, which can be measured with scales like Social community wellbeing orientation, brand society symbiotic relationship, sincerity, honesty and ethical uniqueness of the brand. The structure equation modeling path analysis have identified that CSR, Social transformation and social identity of the brand are very crucial factors in generating the Brand equity via creation of Brand social linkages and consumer brand engagement. The outcomes of the current research have critically demonstrated that CSR, social transformation and social identity of brand are having strong impact on social linkages and consumer engagement. in the entire process, social identity of the brand, functions as the most powerful agent. Here consumer brand engagement is highly contributed by user generated content on social media (Colleoni 2013; Kent and Taylor 2016; Kesavan et al. 2013), word of mouth (Kesavan et al. 2013; Lee et al. 2013; Nwagbara and Reid 2013; Pai et al. 2015; Palka et al. 2009; Sallam 2014; Wallace et al. 2014;), emotional connect with the brand and creation of social currency (Berger 2013; Graves 2011; Lobschat et al. 2013), which actually indicates how Brand information is transferred very fast to different prospective buyers. Here in the model, brand social linkages are connected with social trust, social support and brand related positive stories.