Corporate social responsibility and brand equity of operating telecoms: brand reputation as a mediating effect

Alaeddin Mohammad Khalaf Ahmad, Mira Hashem Abu Shattal, Leila A. Rawashdeh, Jassim Ghasawneh and Nawras Nusairat

International Journal of Sustainable Economy, 2022, vol. 14, issue 1, 78-97

Abstract: This research aims to investigate the impact of the four dimensions of corporate social responsibility (CSR), i.e., workplace, marketplace, environment, and community on the brand equities of operating telecoms in Jordan, in view of the brand reputation as a mediating effect. A purposive sampling technique was used in this research, which is represented by experienced professionals in the fields of corporate social responsibility, human resources, public relations, and marketing in the telecom sector. Data was collected through e-mail and phone interviews. A total of 246 valid questionnaires were returned. The results affirm positive relational correlations between the CSR dimensions and brand equity measures of the operating telecoms, alongside favourable augmentations in the brand reputations. The research provides strategists, marketers, business owners, directors or any acting executive chief or agent tested or confirmed methods and opportunities to further enhance the brand equity and brand reputation of their businesses.

Keywords: corporate social responsibility; CSR; brand equity; brand reputation; telecom industry. (search for similar items in EconPapers)
Date: 2022
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