The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 109 (2):189-201 (2012)
This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only informative. Third, the impacts of CSR initiatives on brand equity include informative advertising and persuasive advertising effects. This study contributes the literature by explicit defining the advertising effects of CSR initiatives. Following the first step made by McWilliams et al. (Journal of Management Studies 43(1):1–18, 2006 ), the hypotheses of this study crystallize their conceptual framework. The obtained results in this research first identify the informative advertising effects and persuasive advertising effects of CSR initiatives.
|Keywords||Advertising effect Brand equity Corporate reputation Customer satisfaction CSR|
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Citations of this work BETA
Eun-Ju Lee, Gusang Kwon, Hyun Jun Shin, Seungeun Yang, Sukhan Lee & Minah Suh (2013). The Spell of Green: Can Frontal EEG Activations Identify Green Consumers? Journal of Business Ethics 122 (3):1-11.
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Kellie Liket & Ana Simaens (2013). Battling the Devolution in the Research on Corporate Philanthropy. Journal of Business Ethics:1-24.
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