<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An instrument to measure brand equity was constructed with adaptations from two key sources, namely <xref ref-type="bibr" rid="j_mmcks-2017-0015_ref_042_w2aab2b8b3b1b7b1ab1ac42Aa">Yew Leh and Lee (2011)</xref> and <xref ref-type="bibr" rid="j_mmcks-2017-0015_ref_043_w2aab2b8b3b1b7b1ab1ac43Aa">Yoo and Donthu (2001)</xref>. As such the study only focuses on the development and validation of an instrument to measure brand equity of CSR driven organizations. The usable sample population included 909 respondents from 12 states of West Malaysia which were selected using a quota sampling plan. Confirmatory factor analysis (CFA) and reliability analysis were carried out to test and validate the proposed brand equity instrument containing four components (brand awareness, brand association, perceived quality and brand loyalty) with a total of 13 items. Results from the CFA and reliability analysis indicated that all the items representing the four components were valid and can be used to measure the brand equity of organizations that are practicing CSR. The study tried to set an empirical basis for brand equity and CSR related research which could be used by future researchers in different industries and geographical locations. The study also implies the need for organizations to assess the success of their CSR efforts through the use of the proposed instrument in order to gauge whether all their CSR efforts translate to improved brand equity.</p></abstract>

The objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An instrument to measure brand equity was constructed with adaptations from two key sources, namely Yew Leh and Lee (2011) and Yoo and Donthu (2001). As such the study only focuses on the development and validation of an instrument to measure brand equity of CSR driven organizations. The usable sample population included 909 respondents from 12 states of West Malaysia which were selected using a quota sampling plan. Confirmatory factor analysis (CFA) and reliability analysis were carried out to test and validate the proposed brand equity instrument containing four components (brand awareness, brand association, perceived quality and brand loyalty) with a total of 13 items. Results from the CFA and reliability analysis indicated that all the items representing the four components were valid and can be used to measure the brand equity of organizations that are practicing CSR. The study tried to set an empirical basis for brand equity and CSR related research which could be used by future researchers in different industries and geographical locations. The study also implies the need for organizations to assess the success of their CSR efforts through the use of the proposed instrument in order to gauge whether all their CSR efforts translate to improved brand equity.

Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An...

Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia

Published Online: Aug 22, 2017

Page range: 237 - 251

DOI: https://doi.org/10.1515/mmcks-2017-0015

Keywords
brand equity, consumer based brand equity model, corporate social responsibility, consumers, Malaysia

© 2017 Karpal Singh Dara Singh et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia

Published Online: Aug 22, 2017

Page range: 237 - 251

DOI: https://doi.org/10.1515/mmcks-2017-0015

Keywordsbrand equity, consumer based brand equity model, corporate social responsibility, consumers, Malaysia

© 2017 Karpal Singh Dara Singh et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
brand equity, consumer based brand equity model, corporate social responsibility, consumers, Malaysia