The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan [Book Review]

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)
DOI 10.1007/s10551-011-1118-0
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 46,206
Through your library

References found in this work BETA

View all 9 references / Add more references

Citations of this work BETA

View all 21 citations / Add more citations

Similar books and articles

Corporate Social Responsibility and Crony Capitalism in Taiwan.Po-Keung Ip - 2008 - Journal of Business Ethics 79 (1-2):167 - 177.


Added to PP index

Total views
124 ( #67,287 of 2,285,634 )

Recent downloads (6 months)
22 ( #39,397 of 2,285,634 )

How can I increase my downloads?


My notes

Sign in to use this feature