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A causal relationship model linking corporate reputation and customer-based brand equity

A causal relationship model linking corporate reputation and customer-based brand equity PurposeThe purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.Design/methodology/approachThis study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.FindingsResults show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.Research limitations/implicationsThis study is based on cross-sectional data from a single company.Practical implicationsThe results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.Social implicationsThis paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.Originality/valueThe results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

A causal relationship model linking corporate reputation and customer-based brand equity

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1012-8255
DOI
10.1108/ARLA-09-2015-0253
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.Design/methodology/approachThis study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.FindingsResults show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.Research limitations/implicationsThis study is based on cross-sectional data from a single company.Practical implicationsThe results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.Social implicationsThis paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.Originality/valueThe results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Jun 5, 2017

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