000			01529nam a2200229 4500
999			_c49634 _d49634
003			OSt
005			20180419170040.0
008			180419b ||||| |||| 00| 0 eng d
100			_aSingh, Anupam _931236
245			_aDriving Brand Value Through CSR Initiatives: An Empirical Study in Indian Perspective
300			_a85-98 P.
520			_aCan corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of the study show that CSR initiatives have a positive impact on brand value through mediating effects of enhanced brand image and brand loyalty. Findings suggest that managers need to understand that CSR is an opportunity to drive better organizational value and hence it should be incorporated at all operational levels.
653			_aCorporate social responsibility
653			_a CSR
653			_abrand valuE
653			_abrand image
653			_abrand loyalty
653			_a India
700			_aVerma, Priyanka _931237
773	0		_029349 _970278 _aBANIK, ARINDAM _dNEW DELHI SAGE PUBLISHING PVT. LTD. _o5558623 _tGLOBAL BUSINESS REVIEW _x0972-1509
942			_2ddc _cJA-ARTICLE