The marketing value of CSR initiatives and its potential brand equity, taste perception, and emotional value

J. Filz, R.J. R.J. Blomme, A. Van Rheede

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

Corporations in all industries recognize the demand for responsible business behavior and have developed corporate social responsibility (CSR) programs accordingly. This paper examines to which extent sustainability practices – unrelated to the actual ingredients of a consumable product – affect brand equity, taste perceptions, and perceived emotional value. In an experimental setting, effects were determined of the presence or lack of a sustainability-marketing message within a beer brand’s promotional material. The constructs were measured in a survey, and a PLS-SEM was used to analyze the results. In the factor model, all constructs proved to be sufficiently reliable and valid. The experiment’s results indicate that taste perception is positively influenced by the presence of a sustainability message.
Original languageEnglish
Title of host publicationAdvances in Hospitality and Leisure
EditorsJoseph S. Chen
PublisherEmerald Group Publishing Limited
Chapter6
Pages99-117
Number of pages19
Volume12
ISBN (Electronic)9781786356154
ISBN (Print)9781786356161
DOIs
Publication statusPublished - 9 Dec 2016

Publication series

SeriesAdvances in Hospitality and Leisure
ISSN1745-3542

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Filz, J., R.J. Blomme, R. J., & Van Rheede, A. (2016). The marketing value of CSR initiatives and its potential brand equity, taste perception, and emotional value. In J. S. Chen (Ed.), Advances in Hospitality and Leisure (Vol. 12, pp. 99-117). Emerald Group Publishing Limited. Advances in Hospitality and Leisure https://doi.org/10.1108/S1745-354220160000012006