The Effects of Corporate Social Responsibility on Brand Equity an Empirical Investigation in Turkish Telecommunication Industry

Abstract

The influence of corporate social responsibility on brand equity continues to be a topic of active discussion in academic literature. This article aims to examine the effects of corporate social responsibility dimensions on brand equity in Turkish telecommunication companies. The study develops a reliable instrument to measure corporate social responsibility dimensions and brand equity. Data was collected from a convenience sample of 513 mobile phone service users in Turkey, with 395 valid questionnaires used for analysis. Through confirmatory factor analysis, a three-dimensional corporate social responsibility instrument was empirically tested for reliability and construct validity. The findings indicate a significant direct impact of corporate social responsibility dimensions on brand equity. The CSR dimensions that predict or determine Brand Equity among Turkish consumers in the Turkish Telecommunication Industry are, in order of importance: Philanthropic, Economic, and Ethical-Legal. The research emphasizes the importance of corporate social responsibility dimensions (philanthropic, economic, and ethical-legal) in establishing strong brand equity. To enhance brand equity, companies should integrate the CSR dimensions of philanthropic, economic, and ethical-legal responsibilities into their branding strategy.