Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

Main Article Content

Lyudmila Ganushchak-Efimenko
Valeriia Shcherbak
Оlena Nifatova

Abstract

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation’s prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices.


Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures.


Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies’ financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied.


Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society.

Article Details

How to Cite
Ganushchak-Efimenko, L., Shcherbak, V., & NifatovaО. (2018). Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine. Oeconomia Copernicana, 9(4), 715-730. https://doi.org/10.24136/oc.2018.035
Section
Articles

References

Carroll, A. B. (2000). Ethical challenges for business in the New Millennium. Business Ethics Quarterly, 10(1). doi:10.5840/10.2307/3857692.
Lee, J., Park, S. Y., Baek, I., & Lee, C.-S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management, 37(7). doi: 0.1016/j.indmarman.2008.04.005.
Balmer, J. M. T. (1995). Corporate branding and connoisseurship. Journal of General Management, 21(3).
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation – From alternatives to synergy. Journal of Business Research, 66(1). doi: 10.1016/j.jbusres.2011.07.018.
Wang, H.-J., & Horng, S.-C. (2015). Exploring green brand associations through a network analysis approach. Psychology & Marketing, 33(1). doi: 10.1002/ mar.20854.
G4 sustainability reporting guidelines. Part1.Reporting Principles and Standard Disclosures. (2018). Retrieved from https://www.globalreporting.org/resour celibrary/GRIG4-Part1-Reporting-Principles-and-Standard-Disclosures.pdf.
G4 sustainability reporting guidelines. Part2. Implementation-Manual. (2018). Retrieved from https://www.globalreporting.org/resourcelibrary/GRIG4-Part2-Implementation-Manual.pdf.
Aaker, D. (1991). Managing brand equity. New York: Free Press.
Keller, K. L. (2003). Strategic brand management. Englewood Cliff, NJ: Prentice Hall.
Carroll, A. B., & Buchholtz, A. K. (2000). Business and society: ethics and stakeholder management. Cincinnati: South-Western Publishing Co.
Utting, P., & Marques, J. C. (Eds.). (2010). Corporate social responsibility and regulatory governance – towards inclusive development? Palgrave Macmillan. doi: 10.1057/9780230246966.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4). doi: 10.2307/257850.
Lai, C.-S., Chiu, C.-J., Yang, C.-F., & Pai, D.-C. (2010). The effects of corporate social responsibility on brand performance: the mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethics, 95(3). doi: 10.1007/s10551-010-0433-1.
Kim, H., Hur, W.-M., & Yeo, J. (2015). Corporate brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation. Sustainability, 7(4). doi: 10.3390/su7043683.
Grubor, A., & Milovanov, O. (2017). Brand strategies in the era of sustainability. Interdisciplinary Description of Complex Systems, 15(1). doi: 10.7906/indecs.15.1.6.
Gray, E. R., & Balmer, J. M. T. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5). doi: 10.1016/s0024-6301(98)00074-0.
Casimiro Almeida, M. G., & Coelho, A. (2017). A causal relationship model linking corporate reputation and customer-based brand equity. Academia Revista Latinoamericana de Administración, 30(2). doi: 10.1108/arla-09-2015-0253.
Schwartz, M. S., & Carroll, A. B. (2003). Corporate social responsibility: a three-domain approach. Business Ethics Quarterly, 13(04). doi: 10.5840/beq 200313435.
Wartick, S. L. (2002). Measuring corporate reputation. Business & Society, 41(4). doi: 10.1177/0007650302238774.
Teti, E., Dell’Acqua, A., Etro, L. L., & Andreoletti, L. B. (2015). Corporate social performance and portfolio management. Journal of Management Development, 34(9). doi: 10.1108/jmd-04-2015-0062.
Singh, J. J., Iglesias, O., & Batista-Foguet, J. M. (2012). Does having an ethical brand matter? The influence of consumer perceived ethicality on trust, affect and loyalty. Journal of Business Ethics, 111(4). doi: 10.1007/s10551-012-1216-7.
Zasuwa, G. (2017). The role of company-cause fit and company involvement in consumer responses to CSR initiatives: a meta-analytic review. Sustainability, 9(6). doi: 10.3390/su9061016.
Jung, N. Y., & Seock, Y.-K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1). doi: 10.1186/ s40691-016-0072-y.
Rank a Brand is an independent and reliable brand-comparison website. Retrieved from https://rankabrand.org/.
Riven' vprovadzhennya tsiley staloho rozvytku v Ukrayini. Tsentr rozvytku kor-poratyvnoyi sotsial'noyi vidpovidal'nosti 2018. Retrieved from http://csr-ukraine.org/wp-content/uploads/2018/01/SDG-Report_print.pdf
www.mppconsulting.com.ua/ukrbrand/ukrbrand2016.pdf
www.forbes.net.ua
Lipsey, M. W. & Wilson, D. B. (2001). Practical meta-analysis. Thousand Oaks: Sage Publications.
Hair, J. F., Jr., Anderson, R. E., Thatam, R. L., & Black, W. C. (1998). Multivariate data analysis. Prentice-Hall, International, Inc.