Linking CSR strategy and brand image: Different approaches in local and global markets

In: Marketing theory, Band 11, Heft 4, S. 419-433

Abstract

What is the link between Corporate Social Responsibility (CSR) strategy and brand equity in local and global markets? Starting from the idea that brand image is the synthesis of a firm's relationship competences, this thesis asserts that the way in which CSR transfers to brand image differs in local and global brands. In particular, while a local brand can take a selective and partial approach in the formulation of CSR strategy, a global brand strategy should be defined from a multidimensional and multi-stakeholder perspective. In summary, this paper will demonstrate that the formulation of CSR strategy for a global brand cannot be accomplished by a 'glocal' or differentiated approach, but must give equal weight to all possible dimensions of CSR, defining an integrated CSR strategy that does not change in the various countries where the company operates.