How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities
This study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities. Additionally, this study compares the direct effect of CSR on brand reputation; brand reputation on brand equity and loyalty; and th...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-04-01
|
| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844022005540 |
| _version_ | 1811307390057840640 |
|---|---|
| author | Poh Ling Tan S. Mostafa Rasoolimanesh Govindaraju Manickam |
| author_facet | Poh Ling Tan S. Mostafa Rasoolimanesh Govindaraju Manickam |
| author_sort | Poh Ling Tan |
| collection | DOAJ |
| description | This study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities. Additionally, this study compares the direct effect of CSR on brand reputation; brand reputation on brand equity and loyalty; and the role of brand reputation as a mediator between public and private universities. Data were collected from one public and one private university in Malaysia, with 600 questionnaires collected from students of Taylor’s University and the University of Malaya, both top private and public universities in Malaysia, respectively. The measurement model and hypothesis testing were assessed using partial least squares - structural equation modelling. The findings showed positive and significant effects for CSR on reputation, brand equity, and brand loyalty, either directly or indirectly, for private and public universities. There were significant disparities between public and private institutions in the direct and indirect impacts of CSR on brand loyalty, as well as the effects of brand reputation on brand loyalty. This study makes a unique theoretical contribution to the literature by comparing the direct and indirect effects of CSR on brand reputation, brand equity, and brand loyalty between public and private universities; in assessing the mediation role of brand reputation between CSR, brand equity, and loyalty through brand reputation; and in comparing this mediation effect between public and private universities. Furthermore, this research has practical implications for both public and private higher education institutions as they create their branding strategy. |
| first_indexed | 2024-04-13T09:03:30Z |
| format | Article |
| id | doaj.art-b078875a327744a09e68f94fa14f7f93 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-13T09:03:30Z |
| publishDate | 2022-04-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-b078875a327744a09e68f94fa14f7f932022-12-22T02:53:04ZengElsevierHeliyon2405-84402022-04-0184e09266How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universitiesPoh Ling Tan0S. Mostafa Rasoolimanesh1Govindaraju Manickam2Department of Advertising, Xiamen University MalaysiaCentre for Research and Innovation in Tourism (CRiT), Faculty of Social Sciences & Leisure Management, Taylor’s University, Subang Jaya, Malaysia; Corresponding author.School of Media and Communication, Faculty of Social Sciences & Leisure Management, Taylor’s University, Subang Jaya, MalaysiaThis study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities. Additionally, this study compares the direct effect of CSR on brand reputation; brand reputation on brand equity and loyalty; and the role of brand reputation as a mediator between public and private universities. Data were collected from one public and one private university in Malaysia, with 600 questionnaires collected from students of Taylor’s University and the University of Malaya, both top private and public universities in Malaysia, respectively. The measurement model and hypothesis testing were assessed using partial least squares - structural equation modelling. The findings showed positive and significant effects for CSR on reputation, brand equity, and brand loyalty, either directly or indirectly, for private and public universities. There were significant disparities between public and private institutions in the direct and indirect impacts of CSR on brand loyalty, as well as the effects of brand reputation on brand loyalty. This study makes a unique theoretical contribution to the literature by comparing the direct and indirect effects of CSR on brand reputation, brand equity, and brand loyalty between public and private universities; in assessing the mediation role of brand reputation between CSR, brand equity, and loyalty through brand reputation; and in comparing this mediation effect between public and private universities. Furthermore, this research has practical implications for both public and private higher education institutions as they create their branding strategy.http://www.sciencedirect.com/science/article/pii/S2405844022005540Corporate social responsibility (CSR)Brand loyaltyBrand equityBrand reputationHigher educationPrivate universities |
| spellingShingle | Poh Ling Tan S. Mostafa Rasoolimanesh Govindaraju Manickam How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities Heliyon Corporate social responsibility (CSR) Brand loyalty Brand equity Brand reputation Higher education Private universities |
| title | How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities |
| title_full | How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities |
| title_fullStr | How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities |
| title_full_unstemmed | How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities |
| title_short | How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities |
| title_sort | how corporate social responsibility affects brand equity and loyalty a comparison between private and public universities |
| topic | Corporate social responsibility (CSR) Brand loyalty Brand equity Brand reputation Higher education Private universities |
| url | http://www.sciencedirect.com/science/article/pii/S2405844022005540 |
| work_keys_str_mv | AT pohlingtan howcorporatesocialresponsibilityaffectsbrandequityandloyaltyacomparisonbetweenprivateandpublicuniversities AT smostafarasoolimanesh howcorporatesocialresponsibilityaffectsbrandequityandloyaltyacomparisonbetweenprivateandpublicuniversities AT govindarajumanickam howcorporatesocialresponsibilityaffectsbrandequityandloyaltyacomparisonbetweenprivateandpublicuniversities |