The Impact of CSR, Credibility and Reputation on Corporate Brand Equity: A Study with Structural Equation Modeling / O Impacto da RSC, Credibilidade e Reputação no Valor da Marca Corporativa: Um Estudo com Modelagem de Equações Estruturais
Resumo
The strengthening of corporate social responsibility (CSR) plays a relevant role in corporate marketing, as a strategic variable that, when properly managed, can enable growth of market share. This study investigates the various causal relations among CSR, corporate brand credibility (CBC), corporate reputation (CR) and corporate brand equity (CBE). The data were gathered from a survey with a self-administered structured questionnaire with five responses, scored on a Likert scale. The sample was composed of 310 customers of a large Brazilian oil and gas company. The data were treated with structural equation modeling. The results indicate that CSR exerts direct and indirect effects on CBE. The paper suggest that higher investment in social well-being is important strategically to increase the brand equity.
Keywords: Corporate Social Responsibility. Corporate Brand Credibility. Corporate Reputation. Corporate Brand Equity. Structural Equation Modeling.
RESUMO
O fortalecimento da responsabilidade social corporativa (RSC) desempenha um papel relevante no marketing corporativo, como uma variável estratégica que, quando bem administrada, possibilita o crescimento da participação no mercado. Este estudo investiga as várias relações causais entre RSC, credibilidade da marca corporativa, reputação corporativa e valor da marca corporativa. Os dados foram coletados a partir de uma pesquisa com questionário estruturado autoadministrado com cinco respostas, pontuadas em escala Likert. A amostra foi composta por 310 clientes de uma grande empresa brasileira de óleo e gás. Os dados foram tratados com modelagem de equações estruturais. Os resultados indicam que a RSC exerce efeitos diretos e indiretos sobre o valor da marca corporativa. O artigo sugere que um maior investimento no bem-estar social é importante estrategicamente para aumentar o valor da marca.
Palavras-chave: Responsabilidade Social Corporativa. Credibilidade da Marca Corporativa. Reputação Corporativa. Valor da Marca Corporativa. Modelagem de Equações Estruturais.
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DOI: http://dx.doi.org/10.12819/2021.18.10.2
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