How leads to corporate brand equity in the view of Vietnamese consumers

Abstract

The study is developed to examine the associations between perceived corporate citizenship, organization brand credibility, organization reputation and equity of business brand. From a sample of 369 general customers in Ho Chi Minh City, Vietnam the hypotheses are supported by modeling of structural equation. The main findings indicate that CSR is associated with business brand credibility, business reputation and its brand equity. Besides, the outcomes also demonstrate the association of corporate social responsibility and business brand equity is partially mediated through the prestige of the business brand credibility. Moreover, the connection of perceived citizenship and the equity of the brand is also partly mediated by reputation of the organization. Research management implications and limitations are discussed, and further study guidance is suggested. Keywords: Corporate reputation, corporate brand equity, corporate brand credibility, structural equation modeling, corporate social responsibility (CSR).