Construction of brand equity from corporate social responsibility: a multidimensional analysis in the fashion industry
This paper aims to examine how corporate social responsibility (CSR) contributes to the generation of brand equity (BE) in the fashion industry. The authors propose a multidimensional assessment of the effect of each of the CSR (social, economic and environmental) dimensions on the BE dimensions (image, loyalty, quality and attitude). Data were collected from a survey based on constructs proposed in academic literature. Partial least squares structural equation modeling methodology was applied to evaluate the proposed theoretical model based on the responses obtained from 231 respondents. The findings show a direct and significant relationship between social CSR and all the BE dimensions assessed. Likewise, a positive and significant relationship was also found between economic CSR and quality perceived. Credibility showed a strong mediating effect, thus allowing for a positive and significant indirect effect between all the CSR and BE dimensions assessed. This research develops a multidimensional evaluation to examine and explain the influence of CSR dimensions (social, economic and environmental) on BE dimensions (quality, image, loyalty and attitude) in the fashion industry, considering the mediating effect of brand credibility.