Importance Of Corporate Social Responsibility In Strengthening Brand Equity

Abstract

This study was conducted to explore the influence of corporate social responsibility on the formation of brand equity in the fast food industry. In past researches, only few scholars intended to inspect the linkages between corporate social responsibility and brand equity in Malaysian market. Thus, this paper is planned to contribute to the theoretical and empirical literature by examining the stated variables in Malaysian context. The data in this study were gathered from the visitors of fast food restaurants in Eastern part of Malaysia through a survey instrument and convenience sampling approach. AMOS 18 was employed for the analysis of obtained responses. Overall, the findings showed that corporate social responsibility has a significant positive influence on brand equity. Additionally, the results indicated that the effect of corporate social responsibility on the components of brand equity (brand image, brand preference, brand leadership, and brand loyalty) is positive and significant. These results show that the integration of corporate social responsibility in business strategies could enable firms to generate better brand equity and influence consumer behaviour. 798to use longitudinal data to confirm the results. Finally, only consumers were involved in this study to test the relationships between the selected variables; therefore, future studies should be directed towards testing employee perceptions in order to gain better insights about the role of CSR in affecting brand equity.