Brand equity and firm performance: the complementary role of corporate social responsibility

• Published in: The journal of brand management Vol. 26; no. 6; pp. 691 - 704
• Main Authors: Rahman, Mahabubur, Rodríguez-Serrano, M. Ángeles, Lambkin, Mary
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.11.2019; Palgrave Macmillan
• Subjects: Brand equity; Brand management; Business administration; Business and Management; Humanities and Social Sciences; Management; Market strategy; Marketing; Original Article; Social responsibility; Firm performance; Corporate social responsibility; Brand equity

Previous studies have demonstrated the impact of corporate brand equity on firm performance but have not yet investigated moderating effects on this relationship from other dimensions of firm strategy. This study puts forward a contingency model of the relationship between corporate brand equity and...