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How brand CSR responses to the pandemic impact brand value, growth, and rank

Business

How brand CSR responses to the pandemic impact brand value, growth, and rank

A. Taher and A. Rizkalla

This research, conducted by Ahmed Taher and Amy Rizkalla, explores how the CSR responses of the world's top 100 brands during the COVID-19 pandemic affected their brand value and growth. While in-kind donations and improved customer service showed positive impacts on growth, overall brand value remained stable. Discover the implications for effective brand management and future research in this insightful study!

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Playback language: English
Abstract
This research investigates the impact of top 100 global brands' CSR responses to the COVID-19 pandemic (cash donations, in-kind donations, customer service improvements, and employee support) on brand value, growth, and rank. Findings indicate that in-kind donations and enhanced customer service positively affected brand growth, while brand value and rank remained largely unaffected by these short-term responses. The study discusses implications for brand management and future research.
Publisher
Humanities & Social Sciences Communications
Published On
Sep 26, 2024
Authors
Ahmed Taher, Amy Rizkalla
Tags
CSR
COVID-19
brand value
brand growth
donations
customer service
employee support

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