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Journal of Business Ethics

, Volume 125, Issue 1, pp 75–86 | Cite as

How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation

  • Won-Moo Hur
  • Hanna KimEmail author
  • Jeong Woo
Article

Abstract

The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested.

Keywords

Corporate social responsibility (CSR) Corporate brand credibility Corporate brand equity Corporate reputation 

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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.School of Business AdministrationPukyong National UniversityBusanSouth Korea
  2. 2.Department of Clothing and Textiles, College of Human EcologyChungnam National UniversityDaejeonSouth Korea
  3. 3.SK Research InstituteSeoulSouth Korea

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