مقاله انگلیسی رایگان در مورد مسئولیت اجتماعی شرکت و تصویر و ارزش نام تجاری – امرالد ۲۰۱۶

emerald

 

مشخصات مقاله
انتشار مقاله سال ۲۰۱۶
تعداد صفحات مقاله انگلیسی ۳۳ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
منتشر شده در نشریه امرالد
نوع مقاله ISI
عنوان انگلیسی مقاله Exploring the relationship between corporate social responsibility, brand image and brand equity in Iranian banking industry
ترجمه عنوان مقاله بررسی رابطه بین مسئولیت اجتماعی شرکت، تصویر برند و ارزش برند در صنعت بانکداری ایران
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی و بانکداری
مجله مجله تحقیقات حسابداری و تجاری اسلامی – Journal of Islamic Accounting and Business Research
دانشگاه Department of Management – Shahid Ashrafi Esfahani University – Iran
کلمات کلیدی مسئولیت اجتماعی شرکت، تصویر برند، ارزش برند، بانک
کلمات کلیدی انگلیسی  Corporate social responsibility, brand image, brand equity, bank
کد محصول E6437
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۱٫ Introduction

The increased competition in today’s world has made marketers to focus more on branding strategies and build and protect loyal customers by providing high values (Hameed, 2013). As the competition gets more intense, managers face challenges to adjust their brands with the changing expectations of customers (Ghodeswar, 2008). The influence of recent corporate scandals has been led to the formation of a hostile social movement against large businesses. As a result, in response to the increased public surveillance and expectations of stakeholders, companies tend to change their internal strategies to commit to the society and avoid customers’ backlash (Grossman, 2005). Traditionally, companies have paid more attention to their internal stakeholders. But, nowadays most companies are concerned about both internal and external stakeholders (Mark-Herbert and Schantz, 2007). Corporate social responsibility could be regarded as representing a highprofile notion that has strategic importance to many companies (Poolthong and Mandhachitara, 2009). Although, many studies have been done in the field of CSR (e.g. Matute-Vallejo and Bravo, 2011; Marín et al., 2012; Melo and Garrido-Morgado, 2012; Calabrese et al., 2012; He and Lai, 2014; Lii et al., 2013; Pérez and del Bosque, 2015);however, there is still some confusion in the definition of CSR. Most definitions refer to five dimensions include (Dahlsrud, 2008): voluntariness dimension (actions not specified by law); stakeholder dimension (stakeholders or stakeholder group); economic dimension (financial or socio-economic aspects); social dimension (the relationship between society and business); and environmental dimension (the natural environment). Research has shown that people care about the accountability of companies. For example, based on the results of one study, CSR has a significant role in the employment decisions of students in the future. Half of the participants claimed that they would not apply for a job to an irresponsible company (Papafloratos, 2009). Corporate social responsibility can be considered as a marketing tool (Garcı´a de los Salmones et al., 2005). Engaging in suitable CSR initiatives leads to more favorable attitudes among the company’s stakeholders (Poolthong and Mandhachitara, 2009).

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