In this article, the researchers explore the following question Can corporate social responsibility (CSR) and the corporate reputation of a firm lead to its brand equity in business-to-business (B2B) markets? This study discusses CSR from customers’ viewpoints by taking the sample of industrial purchasers from Taiwan small-medium enterprises The aims of this study are to investigate: first, the effects of CSR and corporate reputation on industrial brand equity; second, the effects of CSR, corporate reputation, and brand equity on brand performance; and third, the mediating effects of corporate reputation and industrial brand equity on the relationship between CSR and brand performance Empirical results support the study’s hypotheses and indicate that CSR and corporate reputation have positive effects on industrial brand equity and brand performance In addition, corporate reputation and industrial brand equity partially mediate the relationship between CSR and brand performance

The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation

In today’s highly volatile environment, companies strive to leverage the perceptions of their multiple stakeholders more than ever before with the aim to build a sustainable competitive advantage. Accordingly, corporate social responsibility and corporate reputation concepts are of vital importance for both academicians and practitioners, concerning their potential impact on internal and external stakeholders. Recognizing the intensified significance of a multi-stakeholder perspective, the current study attempts to contribute to the literature through examining the mediating role of corporate reputation on the relationship between corporate social responsibility and various outcomes of customers, employees, and investors as the key stakeholders. Based on a reputational ranking of companies conducted by a national magazine since 2001, nine companies were selected from service and manufacturing industries and an online questionnaire was conducted to a multi-stakeholder sample consisting of customers, employees and investors. The results showed that corporate reputation fully mediates the relationship between corporate social responsibility and organizational commitment, employee satisfaction, investor loyalty, purchase intention, and intention to seek employment. On the other hand, there existed partial mediation on the relationship between corporate social responsibility and customer perceived value, customer satisfaction, customer loyalty, customer switching cost, customer commitment, turnover intention, intention to invest, and intention to spread word-of-mouth. The results have important implications for practitioners who seek to manage their relationships with multiple stakeholders through their engagement in corporate social responsibility activities and efforts to enhance their companies’ reputational status.

Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes

Following promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by numerous healthcare providers to acquire a share of its disposable income. The brand reputation would hereby play a determining role as a competitive strategy. Specifically, this paper aims to investigate the impact of social and marketing aspects on the brand image of medical tourism-based hospitals, alongside its relationship toward service quality. In turn, the influence of perceived service quality on satisfaction and the perceived value was examined, in view of further potential behavioral intention among medical tourists on healthcare providers in Malaysia.,The data were collected through a survey questionnaire among medical tourists, with 596 successful cases collected via 6 major private hospitals at 3 popular Malaysian medical tourism locations. Data analysis was then performed using both SPSS and Smart PLS software.,The findings from the present study acknowledged the importance of both social (e.g. social media and word-of-mouth communications) and marketing (e.g. hospital advertisement and price perception) aspects toward establishing brand image among medical tourism-based hospitals. Consequently, the brand image would influence perceived service quality among medical tourists; further entail positive impact on behavioral intention, with satisfaction and perceived value as mediators between both factors. Following PLS predict analysis confirming this model’s high predictive capability, it demonstrated close representation to actual medical tourism scenario in Malaysia.,This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of hospital branding within the medical tourism industry; specifically through extending the literature on the influence of social and marketing efforts toward the formation of brand image.

/pdf/brand-image-as-the-competitive-edge-for-hospitals-in-medical-4hizhi0a5v.pdf

Brand image as the competitive edge for hospitals in medical tourism

Primer in B2B brand-building strategies with a reader practicum

Change or perish: Examining the role of human capital and dynamic marketing capabilities in the hospitality sector

I examine whether telecommuting, a work arrangement in which employees do not travel to a workplace, affects the acquisition of new information in an environment where thorough search and acquisition of information are essential. On the one hand, telecommuting may impede information acquisition due to reduced communication with colleagues. On the other hand, telecommuting may facilitate information acquisition due to relaxed time pressure (via not having to commute) and increased attentional resources (via quieter and uninterrupted working environments). I find employees’ acquisition of new information increases following telecommuting. Further, I find this effect is greater for employees under greater time pressure and employees experiencing greater distractions at the workplace before telecommuting, and find telecommuting causes adverse consequences for employees least responsive to organizations’ incentive systems. Finally, I find work quality improves following telecommuting. My results suggest telecommuting benefits employees performing knowledge-intensive tasks by facilitating employees’ information acquisition.

The Effect of Telecommuting on Information Acquisition: Evidence from the U.S. Patent Office

The impact of the brand management system on brand performance in B–B and B–C environments

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The Effect of Telecommuting on Information Acquisition: Evidence from the U.S. Patent Office

The impact of the brand management system on brand performance in B–B and B–C environments