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
Learn more about PhilPapers
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|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
Norman E. Bowie (1999). Business Ethics: A Kantian Perspective. Blackwell Publishers.
Stephen Brammer & Andrew Millington (2005). Corporate Reputation and Philanthropy: An Empirical Analysis. [REVIEW] Journal of Business Ethics 61 (1):29 - 44.
Charles J. Fombrun, Naomi A. Gardberg & Michael L. Barnett (2000). Opportunity Platforms and Safety Nets: Corporate Citizenship and Reputational Risk. Business and Society Review 105 (1):85-106.
Bryan W. Husted (2005). Risk Management, Real Options, Corporate Social Responsibility. Journal of Business Ethics 60 (2):175 - 183.
Hae-Ryong Kim, Moonkyu Lee, Hyoung-Tark Lee & Na-Min Kim (2010). Corporate Social Responsibility and Employee—Company Identification. Journal of Business Ethics 95 (4):557 - 569.
Citations of this work BETA
Won-Moo Hur, Hanna Kim & Jeong Woo (2013). How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation. [REVIEW] Journal of Business Ethics:1-12.
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.
Kellie Liket & Ana Simaens (2013). Battling the Devolution in the Research on Corporate Philanthropy. Journal of Business Ethics:1-24.
Similar books and articles
Chi-Shiun Lai, Chih-Jen Chiu, Chin-Fang Yang & Da-Chang Pai (2010). The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation. [REVIEW] Journal of Business Ethics 95 (3):457 - 469.
Yuan-Shuh Lii & Monle Lee (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. [REVIEW] Journal of Business Ethics 105 (1):69-81.
Marjo Elisa Siltaoja (2006). Value Priorities as Combining Core Factors Between CSR and Reputation – a Qualitative Study. Journal of Business Ethics 68 (1):91 - 111.
Pepijn K. C. van de Pol & Frank G. A. de Bakker (2010). Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility? Journal of Business Ethics 94 (2):211-224.
Béatrice Parguel, Florence Benoît-Moreau & Fabrice Larceneux (2011). How Sustainability Ratings Might Deter 'Greenwashing': A Closer Look at Ethical Corporate Communication. [REVIEW] Journal of Business Ethics 102 (1):15-28.
Junwei Shi, Haiyan Fu & Lijun Hu (2007). Social Responsibility, Social Capital, and Corporate Competitive Advantage in Transitional China. International Corporate Responsibility Series 3:377-394.
David S. Waller (2012). “Truth in Advertising”: The Beginning of Advertising Ethics in Australia. Journal of Mass Media Ethics 27 (1):46-56.
Stephen Bear, Noushi Rahman & Corinne Post (2010). The Impact of Board Diversity and Gender Composition on Corporate Social Responsibility and Firm Reputation. Journal of Business Ethics 97 (2):207 - 221.
Po-Keung Ip (2008). Corporate Social Responsibility and Crony Capitalism in Taiwan. Journal of Business Ethics 79 (1/2):167 - 177.
Penny M. Simpson, Gene Brown & Robert E. Widing (1998). The Association of Ethical Judgment of Advertising and Selected Advertising Effectiveness Response Variables. Journal of Business Ethics 17 (2):125-136.
Ran Zhang, Jigao Zhu, Heng Yue & Chunyan Zhu (2010). Corporate Philanthropic Giving, Advertising Intensity, and Industry Competition Level. Journal of Business Ethics 94 (1):39 - 52.
James A. H. S. Hine & Lutz Preuss (2009). “Society is Out There, Organisation is in Here”: On the Perceptions of Corporate Social Responsibility Held by Different Managerial Groups. [REVIEW] Journal of Business Ethics 88 (2):381 - 393.
Jin Seong Park & Jean M. Grow (2008). The Social Reality of Depression: Dtc Advertising of Antidepressants and Perceptions of the Prevalence and Lifetime Risk of Depression. [REVIEW] Journal of Business Ethics 79 (4):379 - 393.
Bob Heere Matthew Walker, M. Parent Milena & Dan Drane (forthcoming). Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions. Journal of Business Ethics.
Andrea J. S. Stanaland, May O. Lwin & Patrick E. Murphy (2011). Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics 102 (1):47-55.
Added to index2011-11-19
Total downloads29 ( #72,309 of 1,692,986 )
Recent downloads (6 months)10 ( #22,953 of 1,692,986 )
How can I increase my downloads?