Original scientific paper
https://doi.org/10.1080/1331677X.2017.1305797
The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case
Pablo Gutiérrez Rodríguez
Pedro Cuesta Valiño
José Luis Vázquez Burguete
Abstract
Hypermarkets have experienced substantial restructuring in the recent
past because their situation has generated the necessity to develop
new models that include different new aspects. The question under
consideration here is whether the adoption of measures of corporate
social responsibility (C.S.R.) by hypermarkets in Spanish markets can
solve their continuing problems by establishing a fair degree of
consumer-based brand equity. The purpose of the present study is
twofold: (a) to investigate the effects of C.S.R. on hypermarket brand
equity; and (b) to explore the dimensions of both these variables by
using and testing property scales. As such, it is necessary to consider
the possibility of integrating the management of C.S.R. into the
global strategy of hypermarkets and to analyse its possible effects
on the variables that influence consumer-based brand equity. It may
be interesting to dedicate resources and efforts to strengthening
hypermarkets’ links with their consumers.
Keywords
C.S.R.; hypermarket; brand equity; customer; retailer; brand dimensions
Hrčak ID:
180817
URI
Publication date:
1.12.2017.
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