Although both corporate social responsibility and brand equity have been extensively studied in marketing research, there are very little about the relationships between these two important concepts in industrial marketing. The purpose of this research is to empirically test the relationship between corporate social responsibility in five dimensions and brand equity.for this purpose a structured questionnaire was developed to collect data and totaling 101 questionnaires of Industrial corporate managers were analyzed. The conceptual model was tested using structural equation modeling. Our findings show social performance has a positive effect on brand equity. So managers can increase brand equity by using corporate social responsibility as a strategic tool for positioning differentiation.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
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