IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 10 NO. 1 2024
DOI: https://doi.org/10.56201/ijebm.v10.no1.2024.pg44.59

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What Is the Impact of Corporate Social Responsibility on Brand Loyalty and Equity?

Trong Quynh Dao a and Nho Cuong Tran

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Abstract

The direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty at private and public colleges are contrasted in this study. This study also contrasts the effects of corporate social responsibility (CSR) on brand equity and brand loyalty at public and private colleges. Specifically, two schools of thought are mediated by brand reputation and brand trust. Data was gathered from Vietnamese public and private institutions, with approximately 500 samples drawn from students at public and private universities in Ho Chi Minh City. The team decided to analyze the behavior of the variable connections using a 95% confidence interval adjusted bias (BC CI0.95). The measurement model and hypothesis testing were assessed using the MGA multigroup analysis approach. Except for private universities, where CSR has a direct impact on brand loyalty, the authors' research indicates that CSR positively affects both the direct and indirect relationships between brand equity and brand loyalty as well as the relationship between brand reputation and brand trust. The study's findings also highlight the distinctions between public and private colleges in terms of how CSR directly affects brand equity and loyalty, which in turn directly affects brand reputation and trust. In addition, the study's findings indicate that public and private universities differ in how indirect brand equity-boosting benefits of corporate social responsibility (CSR) are measured using brand reputation as an intermediary variable. Effective branding strategies can be developed by public and private higher education institutions with the help of this research.

keywords:

Corporate social responsibility (CSR), Brand loyalty, Brand equity, Brand reputation, Higher education, Private universities, public universities.

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References:

1. Aaker, D. (1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name,”
Journal of Business Research, 29(3), pp. 247-248.

2. Aguinis, H., 2011. Organizational responsibility: doing good and doing well. In: Zedeck, S.
(Ed.), APA Handbook of Industrial and Organizational Psychology, Vol. 3. Maintaining,
Expanding, and Contracting the Organization. American Psychological Association, pp. 855–879.

3. Aramburu, I.A., Pescador, I.G., 2019. The effects of corporate social responsibility on
customer loyalty: the mediating effect of reputation in cooperative banks versus commercial
banks in the Basque country. J. Bus. Ethics 154 (3), 701–719.

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