Investing time wisely: enhancing brand awareness through stakeholder engagement in the service sector

Marina Mattera, Verónica Baena and Julio Cerviño

International Journal of Management Practice, 2014, vol. 7, issue 2, 126-143

Abstract: Corporate Social Responsibility (CSR) is understood as liabilities a person or organisation has towards its social context, including people as well as physical environment, when conducting any activity whose consequences will not only affect the subject who carries it out, but also the other individuals. However, there has been scarce attention in academia and practice to CSR's influence on brand awareness. To shed light on this issue, this study uses stakeholder theory to provide insights into the effects that CSR reporting initiatives and effective communication have on a company's brand. Sixteen most renowned and well-known service companies of Spain were considered. Findings of the study demonstrate a positive association between holding the ISO 26000 certification and a firm's brand awareness. Furthermore, it was shown that reported information being reviewed by organisms other than global reporting initiative organisation is positively associated with the company's brand awareness in the service sector.

Keywords: sustainability; CSR; corporate social responsibility; brand awareness; strategic management; stakeholder engagement; services; service sector; sustainable development; company brands; Spain; ISO 26000; ISO certification. (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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