How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study

Cowan, Kirsten; Guzmán, Francisco

doi:10.1016/j.jbusres.2018.11.017

Cited by 118 publications

(97 citation statements)

References 85 publications

(138 reference statements)

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“…Consequently, a positive image of the country can be used to highlight the relationship between the product and its origin. Furthermore, a corporate brand's country of origin can influence the reputation signals' effectiveness (Cowan and Guzman, 2020). The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector…”

Section: Country Of Originmentioning

confidence: 99%

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Passagem

Crespo

Almeida

2020

WEP

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The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

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Section: Country Of Originmentioning

confidence: 99%

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Passagem

Crespo

Almeida

2020

WEP

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“…This greater predisposition towards a company's products can be explained by the added value that the brand brings to the product, that is, the brand image perceived by consumers. Therefore, a strong reputation based on positive perceptions of CSR activities influences the brand image [48,52], since many consumers value CSR-based reputation as a key factor in their positive perception of a given brand [52,64,67,75]. Having all of this in mind, we propose our third hypothesis: Hypothesis 3.…”

Section: Hypothesis 2 Csr Positively Influences Brand Imagementioning

confidence: 96%

“…Both reputation and brand image are highly valuable intangible resources [48] that are positively influenced by CSR [1]. Reputation represents the perception of past acts and the projection of possible future acts representing the company's general attractiveness compared to its main rivals [49].…”

Section: Csr Brand Image and Reputationmentioning

confidence: 99%

Sustainability and Branding in Retail: A Model of Chain of Effects

et al. 2020

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The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice.

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“…Indirect costs include those arising from production downtime, lower productivity, lower employee morale, damage to the corporate reputation, and difficulty in attracting talented employees. Cohn and Wardlaw [37] find a negative relationship between firm value and workplace injury rates. They show that firm value decreases by 6.1% when the injury rate increases by one standard deviation.…”

Section: Employee Safety and Firm Value And Csrmentioning

confidence: 97%

Corporate Social Responsibility and Employee Safety: Evidence from Korea

Koo

2020

Sustainability

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Employees are an integral part of a company’s sustainable growth and they expect a safe working environment. Therefore, analyzing the factors that affect employee safety is important. In this context, we analyze the effect of corporate social responsibility investment on employee safety. Using Korean listed company data from 2012 to 2014, we regress corporate social responsibility scores on workplace injuries. The Ordinary Least Square (OLS) regression results show that higher corporate social responsibility scores are associated with fewer working days lost owing to workplace injuries. Moreover, while workplace injuries have a clear negative effect on firm value, corporate social responsibility activity significantly reduces this negative effect. Our findings imply that investment in corporate social responsibility can improve workplace safety and contribute to a company’s sustainable growth.

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How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study

Cited by 118 publications

References 85 publications

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Sustainability and Branding in Retail: A Model of Chain of Effects

Corporate Social Responsibility and Employee Safety: Evidence from Korea

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