Effects of corporate social responsibility on brand value

Melo, Tiago; Galán, José Ignacio Pichardo

doi:10.1057/bm.2010.54

Cited by 146 publications

(112 citation statements)

References 64 publications

(145 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This is confirmed in our business survey, with 52% of participating managers stating that the PR and/or marketing department predominantly takes care of individual CSR projects and actions (see Figure 5). This implies that Serbian companies still principally regard CSR as a PR tool that could improve their public reputation, as well as the brand value and attributes [41]. A fifth (20%) of the business survey participants confirmed that their company employs a CSR manager, which implies a more systematic, strategic CSR approach and practice exceeding occasional charity activities.…”

Section: Csr Function Within Serbian Companies Compared To Eu Practicementioning

confidence: 99%

Stakeholder management in Serbia's CSR practice

Krstić¹,

Trbovich²

2015

Ekonomika preduzeca

View full text Add to dashboard Cite

SažetakU članku se istražuje primena teorije upravljanja zainteresovanim stranama u slučaju Srbije, u kojoj je praksa savremenog društveno-odgovornog poslovanja (DOP) nedavno uvedena, uprkos bogatoj tradiciji zadužbinarstva i dobročinstva. Radi provere teorije, utvrdili smo tri hipoteze, pretpostavljajući da se upravljanje zainteresovanim stranama kao deo DOP prevashodno koristi kao oruđe odnosa s javnošću, da kvalitet korporativnog upravljanja zavisi od funkcije DOP u organizaciji, kao i da u više uređenim industrijama kao što su građevina i bankarstvo postoji naprednije upravljanje zainteresovanim stranama. Hipoteze su ispitivane na osnovu raspoložive literature i sveobuhvatnog empirijskog istraživanja (kabinetsko istraživanje, anketiranje i dubinski intervjui poslovnih rukovodioca, upoređeni sa najboljom evropskom praksom). Ukazano je da finansijski sektor najviše pažnje poklanja klijentima, dok građevina (cementna industrija) u središte poslovanja stavlja zajednicu u kojoj posluje i svoje zaposlene, što odgovara i međunarodnoj praksi. Međutim, služba za odnose s javnošću ili marketinga prevashodno se bave odnosima sa zainteresovanim stranama u Srbiji, iz ugla slike preduzeća u javnosti, bez dovoljnog razumevanja uloge zainteresovanih strana u unapređenju poslovnog učinka preduzeća, što pokazuje niži stepen razvijenosti privrede i rani stepen tranzicije ka najboljim praksama Evropske unije. Ključne reči: zainteresovane strane, društveno-odgovorno poslovanje (DOP), upravljanje, bankarstvo, građevina (proizvodnja betona) AbstractThe article tests the stakeholder management theory in the case of Serbia, a country where modern corporate social responsibility practice was introduced relatively recently, despite rich tradition of philanthropy. To validate the theory, we formulated three hypotheses, assuming that stakeholder management is predominantly used as a PR tool, that stronger corporate governance correlates with developed CSR function within the organisation and that regulated industries such as researched examples of construction and banking demonstrate more advanced stakeholder management. These hypotheses were examined against the available literature review and a comprehensive empirical study (desk research, online survey and in-depth interviews with business managers, compared with best European practice). We have shown that the financial sector places most emphasis on its customers, whilst the construction sector (cement industry) sets the local community and employees in the cornerstone of its business operations, in line with international practice. However, public relations or marketing sector are primarly engaged with stakeholders' relationship in Serbia from a company's image perspective, lacking understanding the stakeholder role in business performance improvement, which indicates a lower level of development and early stage in transition to best European union practices.

show abstract

Section: Csr Function Within Serbian Companies Compared To Eu Practicementioning

confidence: 99%

Stakeholder management in Serbia's CSR practice

Krstić¹,

Trbovich²

2015

Ekonomika preduzeca

View full text Add to dashboard Cite

show abstract

“…Si los consumidores ven que las marcas están abordando los temas que son importantes para ellos, es probable que continúen comprando sus productos (Verde-Nieto, 2009). Es a través de la RSE que las empresas pueden abordar directamente a los interesados, integrando a la comunidad y mejorando positivamente la reputación de la empresa (Attera, 2012;Melo, & Galan, 2011).…”

Section: Rse Y Branding: Una Aproximación Práctica Hacia Una Estrategunclassified

Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión

Río-Cortina

Arbelaez

Guacarí-Villalba³

2017

rev. investig. desarro. innov

View full text Add to dashboard Cite

ResumenLa Responsabilidad Social Empresarial, RSE, se ha estudiado principalmente desde una perspectiva de desempeño financiero; de aquí que haya poco desarrollo entorno a la relación que existe entre la RSE y el proceso de construcción de marca, denominado Branding. El branding es importante como estrategia para generar efectos positivos en las empresas. Este artículo realiza una aproximación a esta discusión, aportando elementos que permiten entender cómo desde La responsabilidad social empresarial se puede gestionar la marca de las empresas, de modo que se generen estrategias que impacten positivamente la organización a todo nivel. Los hallazgos denotan que una adecuada gestión de la RSE, combinada con la gestión correcta de la marca puede tener incidencia en el crecimiento y en la rentabilidad de las empresas.Palabras clave: responsabilidad social empresarial, marca, construcción de la marca, estrategias de gestión. AbstractCorporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in companies. This article makes an approximation to this discussion, providing elements that allow us to understand how from Corporate Social Responsibility can be managed the brand of the companies, so that strategies are generated which positively impact the organization at all levels. The findings suggest that an adequate management of CSR, combined with the correct management of the brand can have an impact on the growth and profitability of companies.

show abstract

“…It could be argued that instead of brand value leading to high CSR ranking, CSR performance contributes to high brand value and hence high Interbrand rankings (Chen and Bouvain, 2005). Melo and Galan (2009) argues that brand value is more sensitive to CSR than a market based performance indicator. Yin Fan (2005) contents that a corporate brand is a vital part of corporate reputation management.…”

Section: Literature Reviewmentioning

confidence: 99%

“…According to Tsao and Chen (2011), cause related marketing (CRM), one of the most common CSR initiatives, not only increases financial gains but can also enhance a company's image and reputation which are cornerstones of the brand equity model as proposed by Aaker (1991) and Keller (2008). Melo and Galan (2009) in their study involving 54 US based corporation found that CSR impacts positively on brand value. Buil et al (2013) proposed and tested a model to better understand brand equity and found that it had a positive effect on consumers' responses using data from two European countries.…”

Section: Introductionmentioning

confidence: 99%