Environmental dimensions of corporate social responsibility and brand equity

Francis O Boachie-Mensah, Adwoa Yeboaa Owusu

Abstract


Purpose: The study, based on the instrumental theories of corporate social responsibility, sought to explore the assertion that corporate social responsibility initiatives may result in business organizations attaining some competitive advantage in the long-run by critically examining the relationship between environmental dimensions of corporate social responsibility and brand equity in the telecommunication industry of Ghana.

Methodology: Given the purpose and nature of this study, the descriptive survey research design was deemed the most appropriate and, therefore, adopted. The study was conducted at the University of Cape Coast (Ghana). The questionnaire was the main research instrument used for this study, which had been tested for its reliability. Correlation analysis was used to ascertain the possible association between environmental dimension and brand equity, the direction of the association and its intensity.

Findings: The results of the study showed that customers, generally, slightly agreed that the telecommunication companies were not very interested in environmental issues. It was also found that there was some association between environmental dimensions of CSR and brand equity.

Research limitation: The main limitation of the study is that results need to be expanded and confirmed with other national and international telecommunications companies from different economic sectors that are managing corporate social responsibility and brands.

Originality/value: While previous researchers have attempted to analyze certain aspects of this concept (linkage between environmental corporate social responsibility and brand equity), this research developed a case study that proposes an exploratory information on the themes studied in the Ghanaian cultural context.


Key words: Corporate social responsibility; environmental dimensions; brand equity.

 

 

[PT]

Título: "Dimensões ambientais da responsabilidade social corporativa e do valor da marca"

Resumo

Objetivo: O estudo, baseado nas teorias instrumentais de responsabilidade social corporativa, buscou explorar a afirmação de que as iniciativas de responsabilidade social corporativa podem resultar em organizações empresariais obtendo alguma vantagem competitiva a longo prazo, examinando criticamente a relação entre as dimensões ambientais das ações sociais corporativas. responsabilidade e valor da marca no setor de telecomunicações do Gana.

Metodologia: Dada a finalidade e a natureza deste estudo, o delineamento descritivo da pesquisa foi considerado o mais adequado e, portanto, adotado. O estudo foi realizado na Universidade de Cape Coast (Gana). O questionário foi o principal instrumento de pesquisa utilizado para este estudo, testado quanto à sua confiabilidade. A análise de correlação foi utilizada para verificar a possível associação entre dimensão ambiental e brand equity, a direção da associação e sua intensidade.

Resultados: Os resultados do estudo mostraram que os clientes geralmente concordam levemente que as empresas de telecomunicações não estavam muito interessadas em questões ambientais. Também foi constatado que houve alguma associação entre as dimensões ambientais da RSE e o valor da marca.

Limitações: a principal limitação do estudo é que os resultados precisam ser ampliados e confirmados com outras empresas de telecomunicações nacionais e internacionais de diferentes setores econômicos que gerenciam a responsabilidade social corporativa e as marcas.

Originalidade/valor: enquanto pesquisadores anteriores tentaram analisar certos aspectos desse conceito (ligação entre responsabilidade social corporativa ambiental e valor da marca), esta pesquisa desenvolveu um estudo de caso que propõe uma informação exploratória sobre os temas estudados no contexto cultural ganense.                                                                                                                                                                                                                                                                
Palavras-chave: Responsabilidade social corporativa; dimensões ambientais; valor da marca.




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