An empirical investigation on the impact of corporate social responsibility on brand equity within perceived service quality framework

Abstract

Corporate social responsibility is viewed both as an organizational function as well as a means to establishing stakeholder relations and reputations. This study aims to investigate the impact of social activities of an organization on its brand equity regarding perceived service quality framework. The statistical population consists of Iran's household appliance companies. Random sampling method has been applied to select the appropriate sample. The examinations were done through 312 available questionnaires. In order to test the conceptual model, structural equations' model (SEM) has been used. Results based on SEM outputs demonstrate acceptance and confirmation of all studied factors. These findings indicate that Corporate Social Responsibility can influence brand equity. Perceived service quality also found to affect advertising effectiveness. Finally the impact of advertising effectiveness on brand equity was confirmed statically.