Title: Corporate social responsibility and brand equity of operating telecoms: brand reputation as a mediating effect

Authors: Alaeddin Mohammad Khalaf Ahmad; Mira Hashem Abu Shattal; Leila A. Rawashdeh; Jassim Ghasawneh; Nawras Nusairat

Addresses: King Talal School of Business Technology, Princess Sumaya University for Technology (PSUT), P.O. Box 1438, Al-Jubaiha, Amman – 11941, Jordan ' King Talal School of Business Technology, Princess Sumaya University for Technology (PSUT), P.O. Box 1438, Al-Jubaiha, Amman – 11941, Jordan ' King Talal School of Business Technology, Princess Sumaya University for Technology (PSUT), P.O. Box 1438, Al-Jubaiha, Amman – 11941, Jordan ' Faculty of Business, Applied Science Private University (ASU), P.O. Box 166, 21 Al Arab St., Amman – 11931, Jordan ' Marketing Department, Faculty of Business, Applied Science Private University (ASU), P.O. Box 166, 21 Al Arab St., Amman – 11931, Jordan

Abstract: This research aims to investigate the impact of the four dimensions of corporate social responsibility (CSR), i.e., workplace, marketplace, environment, and community on the brand equities of operating telecoms in Jordan, in view of the brand reputation as a mediating effect. A purposive sampling technique was used in this research, which is represented by experienced professionals in the fields of corporate social responsibility, human resources, public relations, and marketing in the telecom sector. Data was collected through e-mail and phone interviews. A total of 246 valid questionnaires were returned. The results affirm positive relational correlations between the CSR dimensions and brand equity measures of the operating telecoms, alongside favourable augmentations in the brand reputations. The research provides strategists, marketers, business owners, directors or any acting executive chief or agent tested or confirmed methods and opportunities to further enhance the brand equity and brand reputation of their businesses.

Keywords: corporate social responsibility; CSR; brand equity; brand reputation; telecom industry.

DOI: 10.1504/IJSE.2022.119722

International Journal of Sustainable Economy, 2022 Vol.14 No.1, pp.78 - 97

Received: 20 Apr 2021
Accepted: 01 Jul 2021
Published online: 16 Dec 2021 *

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