Abstract
Purpose: This study investigates Corporate Social Responsibility (CSR) in the financial services industry.
Originality: This study establishes that Chinese, East Asian and American banks generate brand value with diverging CSR factors.
Design/methodology/approach: A sample of 84 major banks in China (including Hong Kong and Taiwan), East Asia (Japan and South Korea) and the USA were tested for their CSR involvement to explain brand value. The study applied ANOVA and multiple regressions.
Findings: Brand value for major banks is explained by distinctively different factors. In Japan and South Korea, brand value is driven by a bank’s care for its employees, while in China, focussing on the community explains brand value. In contrast, Americans are concerned with green issues. In addition, corporate governance, or compliance, explains brand value for American banks.
Research limitations/implications: The sample size is limited and restricted to US and East Asian and Chinese banks.
Practical and Social implications: The study contributes to American, Chinese, Japanese and South Korean banks’ understanding about what type of corporate social responsibility ultimately drives brand value in their respective markets, also highlighting potential to focus on CSR components currently neglected in order to potentially increase their brand value.
Original language | English |
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Pages (from-to) | 12-13 |
Number of pages | 2 |
Journal | Expo 2012 Higher Degree Research : book of abstracts |
Publication status | Published - 2012 |
Event | Higher Degree Research Expo (8th : 2012) - Sydney Duration: 12 Nov 2012 → 13 Nov 2012 |
Keywords
- Brand value
- China
- East Asia
- US
- Corporate Social Responsibility