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How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation

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Abstract

The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested.

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Notes

  1. a: coefficient of the relationship between the independent variable and the mediator, b: coefficient of the relationship between the mediator and the dependent variable.

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Authors and Affiliations

  1. School of Business Administration, Pukyong National University, 599-1 Deayon3-dong, Nam-gu, Busan, South Korea

    Won-Moo Hur

  2. Department of Clothing and Textiles, College of Human Ecology, Chungnam National University, 99 Daehak-ro, Yuseong-gu, Daejeon, South Korea

    Hanna Kim

  3. SK Research Institute, SFC 3rd Floor, Taepyongro 1-ga Jung-gu, Seoul, South Korea

    Jeong Woo

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  1. Won-Moo Hur
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Correspondence to Hanna Kim.

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Hur, WM., Kim, H. & Woo, J. How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation. J Bus Ethics 125, 75–86 (2014). https://doi.org/10.1007/s10551-013-1910-0

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