The impact of corporate social responsibility activities on brand evaluation

• Main Authors: TIAN, M., LI, C., SIAU, Keng
• Format: text
• Language: Chinese
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Business Law, Public Responsibility, and Ethics; Computer Sciences; Management Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/9358
• Institution: Singapore Management University

Non-profit corporate social responsibility has to be taken by modern enterprises in the pursuit of profit. Different activities of corporate social responsibility will lead to different brand evaluations from customers. Therefore, it is necessary to study how to choose proper corporate social responsibility activity to realize the win-win between the corporate and society. First, the impact of products responsibility, philanthropy and business practices on brand evaluations are investigated experimentally. It shows that products responsibility and philanthropy in CSR activities can promote brand evaluations significantly. Especially, the products responsibility is the most significantly, but among all of these three activities, the business practices have little influence on customer brand evaluation. Second, the experiment is designed to study the moderating role of the fit between the CSR activity and the product. It indicates that cause-marketing and donate have different moderating roles. There are two theory innovation points in this paper. Firstly, three kinds of corporate social responsibility activities are studied, they are products responsibility, philanthropy and business practices, all of these activities have different effects to the customer brand evaluation, so the conclusion supports evidence on selecting the suitable corporate social responsibility activity to company. Secondly, the moderating role of the fit between the CSR activity and the product is analyzed in philanthropy, there are two kinds of philanthropy activity, one is cause-marketing, another is donate, we find that the moderating role of the fit between caused-marketing activity and the product is significant, but the moderating role of the fit between donate activity and the product is not significant. The studies here provide useful suggestions on how to make decision about corporate social responsibility, the suitable corporate social responsibility activity can improve the customer brand evaluation. So, the suggestions can help the company to obtain marketing performance through the corporate social responsibility activity.