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An Empirical Study Examining the Relationship Between Brand Equity and Corporate Social Responsibility
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Author(s): Muralidhar L. B. (Jain University, India), Patcha Bhujanga Rao (Jain University, India), D. Deepak (Jain University, India), Varanasi Rahul (Jain University, India), Purushotham H. C. (Jain University, India)and R. Arun (Jain University, India)
Copyright: 2025
Pages: 32
Source title:
Navigating Corporate Social Responsibility Through Leadership and Sustainable Entrepreneurship
Source Author(s)/Editor(s): Iza Gigauri (The University of Georgia, Georgia)and Ali Junaid Khan (The Islamia University of Bahawalpur, Pakistan)
DOI: 10.4018/979-8-3693-6685-1.ch007
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Abstract
Contemporary business practices, particularly in brand equity and CSR, provide a foundation to empirically study these variables together, making this research unique. Corporate strategy increasingly depends on CSR initiatives, which influence consumer loyalty, brand strength, and public perception. This research compares short-term and long-term CSR programs using a mixed-methods approach, combining qualitative insights from industry executive interviews with quantitative consumer survey analysis. Findings reveal a positive correlation between CSR engagement and brand equity, indicating that firms with effective CSR policies enjoy higher stock performance, consumer confidence, and brand loyalty. These findings underscore the importance of integrating CSR into core business strategies, which can protect, build, and sustain brand value and competitive advantage in the long run. This study enriches literature by providing empirical evidence on how CSR affects brand equity and offers valuable advice for policymakers and managers to enhance their companies through CSR.
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