Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia

Singh Dara Singh Karpal () and Islam Md. Aminul
Additional contact information
Singh Dara Singh Karpal: Sentral College Penang, Malaysia
Islam Md. Aminul: University Malaysia Perlis, Malaysia

Management & Marketing, 2017, vol. 12, issue 2, 237-251

Abstract: The objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An instrument to measure brand equity was constructed with adaptations from two key sources, namely Yew Leh and Lee (2011) and Yoo and Donthu (2001). As such the study only focuses on the development and validation of an instrument to measure brand equity of CSR driven organizations. The usable sample population included 909 respondents from 12 states of West Malaysia which were selected using a quota sampling plan. Confirmatory factor analysis (CFA) and reliability analysis were carried out to test and validate the proposed brand equity instrument containing four components (brand awareness, brand association, perceived quality and brand loyalty) with a total of 13 items. Results from the CFA and reliability analysis indicated that all the items representing the four components were valid and can be used to measure the brand equity of organizations that are practicing CSR. The study tried to set an empirical basis for brand equity and CSR related research which could be used by future researchers in different industries and geographical locations. The study also implies the need for organizations to assess the success of their CSR efforts through the use of the proposed instrument in order to gauge whether all their CSR efforts translate to improved brand equity.

Keywords: brand equity; consumer based brand equity model; corporate social responsibility; consumers; Malaysia (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/mmcks-2017-0015 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:2:p:237-251:n:5

DOI: 10.1515/mmcks-2017-0015

Access Statistics for this article

Management & Marketing is currently edited by Alina Mihaela Dima

More articles in Management & Marketing from Sciendo
Bibliographic data for series maintained by Peter Golla ().